Art Direction / Branding
ATRA is a furniture brand produced by Atra Form, a Mexico City-based high-end production facility that also houses Alexander Diaz Andersson’s architecture and design studio.
For the identity, the challenge was to
create a highly purified form that acted for a multi-branding experience that
can react and transform as a serpent in many skins.
With order, simplicity, and
We created a custom-made typeface for the logo and as a secondary font, we used a contemporary, geometric sans serif typeface in a minimal style. —fonts from the 60’s-70’s period that inform ATRA’s influences and modern approach to aesthetics.
Since ATRA has a multidisciplinary approach, we created a reactive “A” icon. A responsive figure to inform the 3 sub-identities of the company.
3 sub-identities .
BRAND GUIDELINE BOOK