Terra Brand Identity

Terra is an upscale home decor store based in Santa Fe, New Mexico. The brand targets females aged 35-50 and captures the welcoming personality and family-centered values of New Mexico. The name, Terra, is derived from terracotta, a material commonly used in New Mexico’s architecture.

Awards: Silver, Graphis New Talent Awards, 2023; Selected Entry, TCU Kick A** Graphic Design Competition, 2023

The Creative Process

Challenge

Tasked with developing a brand identity, I sought to reflect the rich culture and values of Santa Fe, New Mexico.

Process

Through conducting research on New Mexico’s history and culture, I identified that the home is valued highly as a central part of the family. This prompted a clear direction for the brand to be a home goods store. Once I identified the function and personality of the brand, I decided on a name, developed a logo, and designed subsequent brand collateral.

Solution

The brand’s name is Terra, derived from the word “terracotta”, which is commonly used in New Mexico architecture. The name then informed the logo, which pulls from the shape of the iconic New Mexico fireplace (or hearth). Using the fireplace as the icon provides viewers with a visual reference back to the brand’s function and roots. Terra’s collateral communicates the warm and welcoming personality that references the brand’s foundation in New Mexico.