Brand Book #3: Yerbamala Designs

Brand Book #3: Yerbamala Designs

I have several vivid memories of my mom and I walking into the interior design stores in Coral Gables or downtown Miami and ogling at all the gorgeous pieces available for sale. Most of the time we didn’t buy anything but the experience of window shopping and enjoying all the unique, artisanal pieces was something special for me.

Companies like West Elm often contract local designers and builders to sell their products within their stores. In Miami, the local influence is very strong. Bright colors from Latin cities, tropical plants and prints, natural materials, and a whole lot of exquisite patio décor hold a steady stream of products in stores like West Elm. It’s just so “Miami” and I wouldn’t change it for the world.

Amidst the always booming local business scene in Miami, grows another precious gem.

Yerbamala is a husband and wife team creating the most incredible macramé pieces you’ve ever seen. Born and raised in Cuba, macramé was a normal art form found in most homes for Alexis and Yanira. When they moved to the United States, they turned to macramé as a way to decompress and find a creative outlet from their normal corporate jobs. Things took an exciting turn when West Elm wanted to carry their brand as a local vendor in Miami stores. Now, they do macramé full time, creating mostly gorgeous wall pieces and plant hangers but also custom pieces on their Etsy store.

I was enamored with the story of Yerbamala. It’s always been a passion of mine to support and work withes local business in Miami but especially one that is so deeply connected to Latin influences and culture. The inspiration behind many of Yerbamala’s pieces come from the colors of Havana, the textures and flavors of Miami as well as nature itself.

Today I dove deep into researching the Yerbamala brand, dissecting their values, and overall personality and vision. Yerbamala will definitely be the biggest brand book project out of the three I will do this month. I’m excited to work with this company and brand for many reasons. Out of the three brands of this month, they are the least established. Which for me means more creative freedom to really produce an entirely new brand concept. I also feel really connected to their mission and vision as they are a local Miami brand, and I am a sucker for a gorgeous macramé piece.

Over the next few days I will be:

  • designing a primary and secondary logo concept
  • identifying the correct color palette for their brand
  • selecting their primary and secondary typefaces
  • creating several website mockups (as they do not have one)
  • creating flyer and advertisement mockups (for the events and classes they hold)
  • creating mockups of their new brand items onto real-life objects like merchandise, tables, tags etc.
  • identifying their brand voice and personality for social media engagement
  • clarifying the core values and vision of the brand

 

And a lot more! There’s no doubt this is going to all be a challenge under the tight time constraints, but I’m feeling a lot more confident now with two books successfully done, under my belt.

 

*In case you were wondering, Yerbamala is Spanish for weeds or bad plant. It can also be spelled hierba mala. The inspiration behind this name for the company comes from a plant’s resilience to grow anywhere and sometimes sprout a flower in an unexpected place.

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