S\u00e3o Paulo-based studio Est\u00fadio 017 designed the brand identity for Milan-based griffon label Valthera. Anoel Proen\u00e7a participated.<\/p>\n\n\n\n
Valthera's identity stems from the concept of techno-feudalism. Techno-feudalism refers to a structure where a small number of technology companies own digital platforms, and people live within them. This perspective views it as resembling the way feudal lords owned land in the past.<\/p>\n\n\n\n
Est\u00fadio 017 translated this concept into the language of fashion. It interpreted clothing not merely as a means of wearing, but as a symbolic object that protects oneself from the outside world. Thus, images such as shields, keys, blades, and the silhouette of a castle are repeated within the brand system.<\/p>\n\n\n\n
The logotype is at the center of the system. Valthera's wordmark features long and elongated proportions. It is a structure that can be modified to fit various combinations rather than having a fixed form. It was designed to be used flexibly in fashion labels, lookbooks, graphics, and videos.<\/p>\n\n\n\n
Visual language does not remain confined to medieval symbols. It combines with hip-hop culture, jewelry, and modern fashion imagery. Symbols such as shields and blades evoke images of armor, yet simultaneously resemble the decorative language of streetwear and luxury fashion.<\/p>\n\n\n\n
The typography utilizes Marjorie and Overused Grotesk. Marjorie creates a decorative and sharp impression, while Overused Grotesk serves to capture a modern information structure. The contrast between the two typefaces reinforces the brand's worldview.<\/p>\n\n\n\n
Valthera's identity weaves together technological power, protection, fashion, and ornamentation into a single narrative. It is a project that interprets the act of dressing not as an expression of taste, but as the act of donning armor for the digital age.<\/p>\n\n\n\n