Project Description:

I was to create a brand name and design the visual identity of a new modern take on the Cowboy Boot called “Balastro”. “Balastro" is offering 100% leather for the Young Adult American Market. The product must appeal to males and females ages 19-29.

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Background Info:

“Balastro” is a company based out of Austin, Texas. While appearing as a rich, stylish, and modern branding experience, this 100% Italian leather cowboy boot also focuses its intentions on durability. Balastro is ballast in English, which by definition means to provide a heavy layer of material to promote stability and durability. One may use this term as reference to the strength in materials required for train tracks.
 

Brand Strategy:

The brand strategy starts by directly targeting consumers that would find themselves wearing this hunk of leather for both a fashionable night out at the bar, or a daytime outdoor adventure. “Balastro” not only sounds and looks suave, the meaning behind the name is an added appeal. The rustic, yet amiable feel, meant for rough country terrains such as gravel, sand or dirt is alluring to both sexes in not just its durable use, but its stylish color palette of maroon red, porsche yellow and black.