Problem 

Peartree Leather is a small studio specializing in purely handmade leather goods located in Canada. Peartree lacks a solid brand identity, currently they only have a simple website and a basic type-based logo. They need a solid brand that directly communicates who they are and what kind of personality they want to convey to consumers.

What I did

Peartree Leather prides themselves on being handmade and has a purist aesthetic—the brand identity needed to follow suit. The updated brand is light and has a more established look that can compete with similar leather brands. Brand collateral takes into consideration the natural and eco-friendly vibe of the company.

Identity

Peartree Leather is rustic and pure—they are represented by the motto, "tough construction & delicate craftsmanship," and that's exactly who they are. Their new identity is both feminine and masculine; soft and hard. Elements surrounding the brand echo their love for nature and their workshop in the woods of Nova Scotia. 

All collateral created and circulated from Peartree are recyclable, paper goods will be constructed from compostable and seeded paper so users can recycle or reuse the "waste" in a useful way.

Online Experience

Landing Page + Leather Shop + Product Selection

Delivery Experience

After purchasing the leather goods online, users receive their goods in the mail—all materials included in the delivery box (including the box) is a way for Peartree to remind them that the items they purchased were handcrafted for them. Certificates of guarantee and cards signed by the maker of the goods are all included.

Reusable Cloth Wrap

Peartree is earth-friendly, that goes into every aspect of their brand including packaging. Instead of paper wrapping leather goods, they choose to give their clients reusable handmade cloths that have rotating designs throughout the year. Users can choose how to use these cloths in whatever way they find appropriate, including styling their best friends.