Absurd new brand identity and illustrations for @luxemberg_monsters a local clothing brand in Medellín, Colombia. LM was also created by Kev Pineda as an illustrated project full of insights and illustrated characters telling humans truths. Monster with a clear purpose: showing all of the situations humans face every day, in a satirical way, always inspired by local culture (…) what humans don’t want to say. told by monsters.

I decided to create the eye (logo) to represent the human truth, something LM love to do through their social media content. The shape is also inspired by the monstrous and comical characters. But when the new store and clothing line was on the table I decided to create a stronger brand identity beyond social media. The branding process become simpler and enabled us to create cleaner products, visuals and packaging.

The color scheme: a pale pink and black is used to break cultural stereotypes to reinforce the brand’s gender neutral centered belief, since the brand enjoys to make fun of humans, the pink color is also an abstract representation of human flesh (because we all are pink inside, right?) also we like to think about it as a pinkeye.

For the typography system I used Roc Grotesk by Nikola Kostic that features absurd family styles, which helps to communicate their bold statements about humans and it goes really well with their hand drawn characters.

The website was created only as a shopping catalogue, so the design came out as clean as f** posible.