Brand Identity & Product Design
Gotcha
A brand shaped by contrast, born in rural Australia and translated into contemporary handmade pieces.
Gotcha Rugs explores texture, materiality and storytelling, transforming raw inspiration into objects designed for modern interiors.
Gotcha
2025
Scope
Campaign, Digital, UI, Content
Naming and Logotype
Gotcha was born in an almond orchard.
During harvest, long hours inside a tractor cabin turned boredom into a creative trigger. The first sketches emerged spontaneously, drawn on the tractor’s glass using the same pen used to record daily notes. Shapes, textures, and colours that were already, in some way, connected to the environment: the soil, the nature, the rhythm of manual work.
At the same time, one word kept repeating: “gotcha.” Natural. Direct. Inevitable.
The name wasn’t chosen, it was recognized.
The logotype translates this origin into a refined, contemporary language. A timeless serif provides structure, while the custom “g” captures the essence of the brand, a fluid gesture inspired by yarn, land traces, and making.
A balance between craft and control.
Colour Palette
Inspired by the orchard landscape, the palette balances earthy tones and refined neutrals.
Brown, green, and beige form the primary palette, grounding the brand in its natural origin, while blue and terracotta act as secondary accents, introducing contrast and warmth.
A system that feels both organic and contemporary.
Overview
The objective was to create a distinctive brand identity that connects storytelling, materiality and visual design into a cohesive system.
Approach
I developed a visual language including logo, typography, colour palette and brand applications, translating the concept into both digital and physical touchpoints.
Outcome
The result is a flexible brand system translated into digital content, including social media posts and reels, supporting brand storytelling, consistency and engagement across platforms.
This project translates a handcrafted product into a scalable brand system, designed to perform across digital and physical touchpoints.
From social media and content creation to packaging and brand applications, every element was built to ensure consistency, recognition and engagement.
