Qoñi

Feb 2017

The brand identity for Qoñi serves as a masterclass in editorial minimalism, grounding the heritage of Puno, Peru, in a contemporary design language that celebrates tactile craftsmanship. Developed with refined graphic design by Leo Burnett Design, the visual identity centers on the intersection of raw material and finished product, seamlessly weaving the story of high-quality knitwear into a cohesive narrative of warmth and sustainability. Through a blend of commercial studio strobe photography and natural light lifestyle portraiture, the project emphasizes the fibrous texture of wool, the precision of geometric typography, and the deliberate use of negative space. The collateral suite—spanning business cards, hang tags, and brand booklets—utilizes off-white textured paper stocks that invite touch, effectively bridging the gap between artisan tradition and modern luxury fashion. By juxtaposing close-ups of cable-knit scarves and raw yarn skeins with clean, clinical layouts, the brand identity establishes a premium aesthetic that feels both rooted in origin and globally relevant. This project does not merely sell accessories; it curates an immersive, sensory experience that respects the slow, deliberate pace of hand-knit production, turning each piece of collateral into an extension of the brand's commitment to authentic, heritage-driven fashion and superior material quality.

Commercial

Bags & Accessories, Fashion