Pinar Madrid
Logo Suite · Merchandise Graphics
Pinar is a multibrand menswear shop in Madrid's Barrio de las Letras, carrying independent labels from across America and Europe. We built the logo suite and the graphics for their own merchandise, so the house name could sit on a rail next to the brands they spent years choosing.
SITUATION
Pinar had already done the hard part. Twenty-odd independent labels, chosen carefully, in a shop people travel to. What they did not have was a mark of their own strong enough to hang beside them. A retailer's own name on a garment is the highest bar in the store, because it is being judged against everything else on the rail.
DIAGNOSIS
Most shop merch fails for the same reason. It is the storefront logo blown up on a blank tee, which tells the customer the shop thinks of itself as signage rather than as a label. For a store built on artisan quality and conscious design, that gap between what they sell and what they make would have been visible immediately.
DECISION
Build the identity to the same standard as the brands Pinar stocks, then design the merchandise as product rather than as advertising. If a piece could not hold its own without the name attached, it did not ship.
WHAT WE BUILT
A full logo suite for Pinar, with primary, secondary and mark-only lockups covering everything from a shop window to a woven label. A set of merchandise graphics designed to live on garments people actually choose, with the placement and scale worked out per piece. One system, flexible enough to move between the store, the website and the product itself without breaking.
