Brand identity for a fictional upscale store selling designers' light fixtures made with paper.

"Kumo" meaning cloud in Japanese, the brand aims to offer well-crafted and high-end products. Each luminaire is unique and high-quality, forming a very diverse range of options. Kumo's brand identity then has to display these attributes with the poetry of Japanese imagery. My research process went from taking pictures of paper and its interaction with light, to elaborate a visual vocabulary from them. I chose to show the delicacy of a floating bent paper sheet to express the elevation of a paper-made cloud, the angles representing the brand's crafting quality in the attention to details. The identity relies on a logotype with a custom typeface inspired by Japanese shop signs and by the folding attributes of paper. Accompanied by the graphic elements, the primary logo is displayed with grainy effects and light shadings to remind lit paper textures and craftsmanship.