Reimagine Tradition: 20% Cultura Blends Modern Fashion with Cultural Legacy
Client: Crafca (formerly Crafty Crafty)
Art Direction and Branding by Shyon Toh.
Art Direction and Branding by Shyon Toh.
Branching out from Crafca (previously known as Crafty Crafty), 20% Cultura is a fashion focused sub-brand that reimagines the relationship between tradition and modernity, blending 80% contemporary style with 20% traditional materials. With a focus on inspiring younger generations, the brand ensures that cultural heritage remains alive through modern fashion.
The playful omission of the "l" in "Cultural” symbolises the fading presence of tradition in today's fast-paced world, serving as a reminder to keep it alive through style.
The playful omission of the "l" in "Cultural” symbolises the fading presence of tradition in today's fast-paced world, serving as a reminder to keep it alive through style.
The approach of the logo centered around “%” as its core visual. While the idea of the “%” acting as a logo was adored, we believed that as a new brand, the full name should be spelled out for a stronger recall.
The parent brand, Crafty Crafty’s logo received acclaim for its ownability, so we retained some of its essence.
Check out Crafty Crafty’s case study here.
As there is a unique relationship between the two elements, the slash of the “%” was introduced as a collaborative mark, bringing together modern day fashion and traditional culture.
The parent brand, Crafty Crafty’s logo received acclaim for its ownability, so we retained some of its essence.
Check out Crafty Crafty’s case study here.
As there is a unique relationship between the two elements, the slash of the “%” was introduced as a collaborative mark, bringing together modern day fashion and traditional culture.
Stemming from the typeface, Ortica Bold, we reduced its counter space by 20%, giving it a bold and new look. We applied this methodically to the “C” in Cultura. It was created and scaled with a perfect circle and was divided perfectly into a ratio of 8:2.
Upon choosing Ortica Light as the new font, we opted for the strong and geometric Gotham Ultra, the thickest weight of its family.
Upon choosing Ortica Light as the new font, we opted for the strong and geometric Gotham Ultra, the thickest weight of its family.
The 20% Cultura color palette draws its origins from Crafty Crafty’s signature hues, reimagined with a slightly darker edge to add a sense of maturity. Each color now carries a distinct significance, embodying the brand's unique blend of heritage and modernity.
Both 20% Cultura and Crafty Crafty has evolved since its inception and is currently known as Crafca.