The Lobo Mau logo and the extended visual system were the final products of my sophomore year Identity and Logo Development course. We delivered 3 final logos and selected one to develop into an identity. I was given the company at random from a list of 25 brands.
Lobo Mau is a Philadelphia fashion brand owned by a Brazilian-American brother and sister duo who have prioritized sustainability with their techniques that use dead-stock fabric. The company has also resonated with their customers particularly due to the comfort of their pieces.
When researching for the project, I stopped by their physical location just west of the riverfront area in Philadelphia. They had a typewriter in the store where customers wrote out notes to each other while shopping. That helped me realize Lobo Mau was not just about comfortable and sustainable clothes, but an encapsulating experience. When building the visuals I wanted to combine that idea with motifs inspired by the clothing designs.
The final logo is a moon eclipsed by wolf ears, Lobo Mau is "bad wolf" in Portuguese so I wanted to use that, but in a less pictorial way than before. The ears are cut out of the moon, connecting to the imperfections in dead-stock fabric, and I softened the typeface Congenial Extra Light with “tails” to connect better with the comfortable fabrics Lobo Mau uses.
The goal of the identity is to bring Lobo Mau into the high-fashion leagues while maintaining the community and character of a local Philadelphia brand, a perfect parallel to the environment that the team at Lobo Mau has already created with their unique take on clothing.
