Luca
I led the creation of a new footwear brand, Luca, for Huckberry - including the brand positioning, logo and branding design, product design, and overall launch strategy.
Luca was designed with simplicity in mind. We built the shoes around comfortable, long-lasting natural materials, from supple suede to cushy Lactae Hevea natural crepe rubber soles made from the milk of the Hevea tree. The shoes are designed to have a broken-in quality, but to also offer an individuality component through the unique patina each pair picks up along the way.
Brand ethos.
Luca’s name and brand inspiration were inspired by its Porteguese roots (where the shoes are made) and natural, earthy objects and ideas. We looked at everything from Lloyd Kahn’s Shelter publications to vintage woodworking designs and developed a natural color palate, packaging story, and lockup
