POZOAPOZO
Brand Identity Design
Pozoapozo is a gallery-style concept store for vintage lovers and collectors of the beautifully odd — curating clothing, accessories, art, and design objects sourced personally by founder and curator Nilda Guadalupe. Collections are available to the public via pop-up shops designed to feel like a gallery experience for the public to indulge in unrushed. The brand identity system was inspired by the warm Caribbean style of women who gracefully swim against the current (a.k.a. fast-fashion trends). The calligraphic logotype draws from a feminine visual language — fluid, graceful, and guided by feeling. The brand's tagline was conceived not as text but as a graphic asset in its own right — set in an inward spiral that draws the eye to its center, functioning simultaneously as stamp, signature, and symbol. A warm earthy palette and dusty blue accent speak to the grounded and the enchanted in equal measure, and textural grain throughout pays quiet tribute to the worn surfaces of the objects the brand exists to celebrate.
