This academic design project involved the creation of a conceptual sub-brand of Puma called "INSTINTO", an exclusive collection for Brazil that pays tribute to Afro-Brazilian art. The brand identity was designed to celebrate cultural diversity and the creative strength rooted in Afro-Brazilian heritage, using authentic and expressive visual elements.
I was responsible for developing the main logo of the sub-brand, as well as its alternative versions (including the wordmark and simplified variations). I also actively contributed to the pattern design concept, which was created by combining elements from each team member’s individual thumbnails. The final composition reflects a collective identity by incorporating aspects from all contributors.
The collection applies these designs to existing Puma sneaker models, offering a fresh visual reinterpretation through the unique aesthetic of the Instinto line.
Explore the complete brand identity manual, which details the concept, applications, and logo variations here:
Credits: Joseph Estrella, Luana Mirella, Anna Julia, Leticia Batista, Giovana Alves, Otávio Carraschi
