Brand Identity: Spring 2025

This identity was created for designer Ari Feldman and their workwear line, Understory, which is made from a biomaterial developed utilizing invasive eucalyptus trees. Feldman was looking for a logo design for Understory as well as sample cards for Eucortex, their eucalyptus leather. 

For the brand, the primary color selected was a muted forest green, emulating the tone of the waxy leaves of the eucalyptus tree. The choice of green also emphasizes the environmentalist tie of Feldman’s products. Their line uses materials from an invasive species, finding ways to repurpose a problem species that is a huge enabler of fires in California. The leather is also biodegradable, so it will not end up in landfills after its intended use. 

The main icon of the logo is a Eucalyptus leaf. After several iterations of drawing, we decided on this solid illustration with an upward swipe, which adds movement to the icon.

The sample cards are clean and simple, allowing any material sample to be attached to them taking center stage of the design. Each card has a designated square for samples to be attaches and paired with informational text.