Project Description

This was a 6 week long project done while studying abroad in the Czech Republic.  I worked with a Czech luggage company called Kazeto. Kazeto is a almost 100 year old family owned luggage company located in western part of the Czech Republic. I toured the companies factory and facilities to evaluate their processes and materials and to look for design opportunities. I saw a need for updated branding and packaging so I took on the task of re-branding the company as well as developing a storefront packaging system for Kazeto’s products.

Project Details

Branding / Packaging / 2016

The Problem

The original logo had been in circulation since 1925 and was lacking a modern high end feel that Kazeto was going for with its new line of luggage that it was developing.

The Process

I liked bones of the original typography so I worked to update the original logo using the typographic bones that already existed. I began by hand sketching countless letterforms in different styles.  After settling on a particular style I began refining the typography until it was at a point where it was ready to go into the digital phase.


The following images are a few shots of the sketching and refinement process.

Digital Exploration

From the hand sketches I began refining the sketches into a digital format. The following image are a few of the early digital versions of the logo.

Final Branding

The following images are of the finished brand assets.

Packaging System

The following is the storefront packaging system that was designed so that Kazeto could use the same materials and machinery it already uses to create the packaging in house for its products.

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