Seven Leagues Leather
Seven Leagues is a Pacific Northwest fish leather tannery and goods maker. I was brought on board to build out the brand, as well as design their key product; a durable, timeless, unisex eco-friendly ankle boot. Building on my skills learned designing shoes for John Fluevog, I developed the initial designs that are currently undergoing product development. These high quality boots will be made from waste in the fishing industry and tanned with waste from the forestry sector. An urban workforce with barriers to employment will be trained to tan the leather for local manufacture.
Contribution
Brand strategy
Visual design
Product design
Collaborators
Tasha Nathanson
Year
2019
The visual brand is built on the idea of balance and cohesion with nature, with the logo being built upon the fibonnacci sequence and utilizing the 7 and L to create the key shapes. The icon needed to take into consideration applications on the products itself (eg. embossing). The colour palette integrates the two key components –sea and trees– to conceptually link to the strategy of a closed-loop product.
Further to the visual brand, an overall brand strategy was produced including target audience and market research, brand messaging, and content strategy.
The shoe prototype, still in production, incorporates the advantages and drawbacks of this unique material, while creating an iconic design as an extension of the brand.
