Arûpa
SERVICES PERFORMED
Logo Design
Content Creation
Arûpa is a small batch, ethical fashion brand based in Tulum, Mexico. My journey with Arûpa began at a beach cafe on the coast of the Caribbean Sea and Memo Singh, a gifted jeweler, kundalini yoga teacher, and clothes merchant. After a series of riveting conversations, we decided to collaborate. He sent me some sketches he had in mind for a logo, and a journey later, the image you see on the left was born. This was a deeply moving project to be a part of. Enjoy the art!
1. Where we started
Memo's initial ideas and sketches for Arûpa's logo.
2. Interpretation
I filled multiple pages filled with ink brush experiments. We veered into a more Japanese direction for a moment, as well as an ambigram, all of which did not make it to the final design.
3. Refining the tune
Here, we arrived a little closer to the final shape. The image on the left was left behind for a closed circle and sharper crescent moon.
5. Application
The logo was printed in a dark burgundy red on canvas fabric and sown as a label on all of the Arûpa clothes in Memo's collection.
6. Sharing the song
To help get more eyes on the project, Memo hosted an Arûpa party in Tulum, Mexico with musicians and performers wearing the beautiful fabrics. From the images taken at the event, I created a small series with the logo overlapping the photographs. The effect was quite beautiful and landed well with the Arûpa's audience.
"Flore planted a seed and really lit the way for me. How everything started until this moment where the elements merged with the face of my brand is a beautiful experience and I feel satisfied with the final results. Thank you for all your attention and details to make it so precise and more than I expected."
Memo Singh
founder of Arûpa
4. Perfection's doorstep
Pixel by pixel, the sun and moon were adjusted into a sharper, delicately warped shape. A new word mark was made with crescent moon letterforms to match the logo. The dot at the base of the "p" was taken directly from Memo's initial sketches. He enjoyed the slightly weathered look of the mockups so I gave him several options for how to display the logo.
