Context
ALT.CRAFT emerges directly from the vision and creative direction of Andrea Ruano, the creator and designer behind the project.
What began as a tailoring atelier focused on custom garment production has been evolving — and continues to evolve — into something greater: a design brand with its own identity.
This growth demanded a strategic transformation.
It was no longer just about producing garments, but about building a brand with narrative, positioning, and projection.
Problem
- The project operated as an atelier without a structured identity.
- There was no name representing the new vision of the brand.
- The transition toward design and fashion creation required a coherent visual system.
- Differentiation within the independent market was necessary.
The transition from workshop to brand required strategic clarity.
Objectives
- Define a name with meaning and character.
- Build an identity aligned with the project’s evolution.
- Create a system adaptable to garments, labels, and future collections.
- Position the brand within the contemporary alternative design segment.
Process
Co-creation of the concept
The process was developed alongside Andrea Ruano, first understanding the essence of the atelier:
- Manual work
- Attention to detail
- Conscious production
- Creative experimentation
From these initial conversations, we began to “weave” the brand concept — both literally and strategically — connecting textile, craft, and contemporary design.
Naming exploration
Multiple conceptual routes were explored:
- Craft-oriented names
- Proposals centered on alternative design
- Combinations emphasizing creativity
- Options prioritizing artisanal values
Each alternative was evaluated under three criteria:
- Conceptual clarity
- Growth potential
- Visual strength and memorability
Name definition
The final name: ALT.CRAFT
ALT → Alternative, outside the conventional, but also tied to the origin of alteration and transformation in garments.
CRAFT → Craft, manual construction, textile process — the core of the brand.
The name synthesizes the evolution of the atelier:
From custom tailoring to structured alternative design rooted in craft.
The dot between both words reinforces conceptual duality and adds a distinctive graphic character.
Identity development
With the name defined, visual development began from hand sketches.
The integration of the initials “A” and “C” was explored as a structural symbol.
- The triangle represents construction and design.
- The circle symbolizes fluidity, community, and continuity.
The interaction between both forms reflects the balance between technique and creativity, which is the foundation of textile work.
Identity system
The brand was designed as a scalable system:
- Primary and secondary logo versions
- Adaptive color system per collection
- Variable graphic element
- Defined proportions and grid
- Applications across labels, packaging, and promotional materials
Every visual decision was made to coexist with textile, stitching, and craftsmanship.
Solution
Delivered:
- Strategic naming
- Complete visual identity
- Adaptable system per product line
- Applications across garments and physical media
- Foundational usage guidelines for future expansion
Results
- Consolidation of the project as a brand, not just an atelier
- Clear definition of conceptual territory
- Differentiation within the independent segment
- System prepared for growth through collections
The identity allowed Andrea’s vision to evolve with coherence and direction.
Reflection
Key learnings
- Naming defines strategic territory before visual identity.
- Building a brand requires translating vision into a system.
- Collaborative processes strengthen conceptual coherence.
Professional reflection
Working closely with the creator ensured that every decision — from naming to geometry — was aligned with the real evolution of the project.
ALT.CRAFT is not just a visual identity.
It is the strategic formalization of a transition: from artisanal atelier to a design-driven brand with projection.
Future use
The system enables:
- Sub-line development
- Artistic collaborations
- E-commerce expansion
- Consolidation as an independent brand with a solid structure