Grieta is a furniture studio based in Mexico City seeking to be a benchmark of good taste in its field. The furniture materiales and finishes take inspiration from the Japanese aesthetic, wabi-sabi, rooted in appreciating beauty that is imperfect, impermanent, and incomplete in nature. Hence, we wanted to capture the essence of wabi-sabi in the brand identity.

The approach to convey the above was to create a logo composed of subtle imperfections and to carefully choose raw materials for the elaboration of the different elements of the brand. The use of different textures encourages the user to create a connection with nature and subsequently with the brand.

To enhance a visual and tactile encounter of nature with men, and develop a different and memorable brand experience, we created different textures taking nature as a source of designs. With paint, we made prints of leaves, rocks and wood to accompany the digital and printed elements of the brand, creating a visual and tactile encounter with each client.