PULLUNDR
PULLUNDR
PULLUNDR
Year
2025
Year
2025
Year
2025
Type
Brand Identity
Type
Brand Identity
Type
Brand Identity
Timeframe
2-3 Monate
Timeframe
2-3 Monate
Timeframe
2-3 Monate
Overview
Overview
Overview
Together with the founder Darinka, a holistic brand world was created around PULLUNDR. From strategic positioning to naming and visual identity, to brand aesthetics, everything was designed to convey timelessness, cultural references, and subtle exclusivity.
Together with the founder Darinka, a holistic brand world was created around PULLUNDR. From strategic positioning to naming and visual identity, to brand aesthetics, everything was designed to convey timelessness, cultural references, and subtle exclusivity.
Together with the founder Darinka, a holistic brand world was created around PULLUNDR. From strategic positioning to naming and visual identity, to brand aesthetics, everything was designed to convey timelessness, cultural references, and subtle exclusivity.
/01
/01
/01
Challenge
Challenge
Challenge
The challenge was to rethink a product that many perceive as outdated or requiring explanation. PULLUNDR should be neither loud nor trend-driven – but confident, calm, and independent. A brand for people with style, not for quick attention.
The challenge was to rethink a product that many perceive as outdated or requiring explanation. PULLUNDR should be neither loud nor trend-driven – but confident, calm, and independent. A brand for people with style, not for quick attention.
The challenge was to rethink a product that many perceive as outdated or requiring explanation. PULLUNDR should be neither loud nor trend-driven – but confident, calm, and independent. A brand for people with style, not for quick attention.
/02
/02
/02
Approach
Approach
Approach
• Clear positioning between heritage, craftsmanship, and contemporary fashion
• Development of a reduced, characterful visual system
• Focus on typography, materiality, and depth of detail
• Building a brand world that allows space for interpretation
• Design with a focus on longevity rather than short-term trends
• Clear positioning between heritage, craftsmanship, and contemporary fashion
• Development of a reduced, characterful visual system
• Focus on typography, materiality, and depth of detail
• Building a brand world that allows space for interpretation
• Design with a focus on longevity rather than short-term trends
• Clear positioning between heritage, craftsmanship, and contemporary fashion
• Development of a reduced, characterful visual system
• Focus on typography, materiality, and depth of detail
• Building a brand world that allows space for interpretation
• Design with a focus on longevity rather than short-term trends
/03
/03
/03
Results
Results
Results
• An independent fashion brand with a clear identity
• High recognition value despite deliberately reduced design
• Strong emotional connection to the target audience
• Positive feedback in the market and successful preparation for market entry
• A brand that does not need to be explained, but just works
• An independent fashion brand with a clear identity
• High recognition value despite deliberately reduced design
• Strong emotional connection to the target audience
• Positive feedback in the market and successful preparation for market entry
• A brand that does not need to be explained, but just works
• An independent fashion brand with a clear identity
• High recognition value despite deliberately reduced design
• Strong emotional connection to the target audience
• Positive feedback in the market and successful preparation for market entry
• A brand that does not need to be explained, but just works
/04
/04
/04
PULLUNDR is not for every trend.
But for many people who know their style.
PULLUNDR is not for every trend.
But for many people who know their style.
PULLUNDR is not for every trend.
But for many people who know their style.
Brand design
Tania Hernández
Brand design
Tania Hernández
Brand design
Tania Hernández
Redesign
GGUT Großglockner Ultra Trail
GGUT - Redesign
Redesign of one of the most iconic trail running events in the Alpine region
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