Sapato Manila needed a parent identity that could carry a refined fashion position without forcing its sub-brands, Clara and Emilia, to become visually identical. The project therefore became less about making three logos and more about deciding what they should share.
The design problem
The parent mark needed enough recall to stand on its own, while the sub-lines required room to develop their own product personalities. I used a formal typographic base and ornamental framing to create continuity, then varied the supporting treatments so Clara and Emilia could remain related rather than duplicated.
From identity to packaging
The images below are application and presentation studies showing how the identity could extend onto product and packaging. Where contemporary mock-ups were created later for portfolio presentation, they are shown as such rather than presented as documentary production photography.
Retail applications
The retail studies test whether the identity retains its character when the scale changes from a shoe box to signage and in-store displays.
Digital extensions
The same identity was then tested in social and web contexts, where the ornate brand language needed to become lighter and more flexible.
What the project demonstrates
The useful part of a multi-brand identity is deciding which elements create family resemblance and which can change. Sapato Manila provided a parent structure without forcing every sub-line into the same visual voice, giving the system enough discipline to stay recognisable and enough flexibility to grow.
Need an identity that has to extend beyond a logo?
I work on practical brand systems and the packaging, print and digital applications that make them useful after the logo has been approved.
