New Beginnings
It's truly never too late to start showing up online and to get your branding exactly how you want it. The process can be daunting, tedious, or sometimes seem unimportant... but a good online presence and meaningful branding can enhance the reach of an already established business.
Client Background
After immigrating here from Romania, Naum Pasca's father studied woodworking in Chicago to make a living and to start his new life in America. With a lot of hard work and craftsmanship, he then started a business called Para Flooring. With over 25 years in the artisan flooring industry, Para Flooring has made a name for itself without ever having an online presence or even a logo.
Naum has since taken over his father's business and has acknowledged the need for branding and an online presence. After seeing my collaboration with Brass Horn Coffee, he loved the idea of having an artisan logo. So, Naum and I met to discuss the future of his company and how to build a brand that is both meaningful and elegant. He wanted to draw upon his American Heritage, as well as, European Craftsmanship.
The Challenge
Because this company is so established, but without any inkling of branding, we had to start from scratch. Which is super fun, but the ideas can be so overwhelming that narrowing them down can be a challenge. When we first sat down to talk about the designs, we talked about the meaning behind the company itself. Para comes from a family name, but it's also the name of a tree. This tree just so happened to be on Naum's grandma's land in Europe. Para is also another word for "pear".
We originally wanted to incorporate a pear and some wood grain to tie in the woodworking aspect of the company. After a lot of sketches, thoughts, and brainstorming, we ultimately decided to go a different direction. The pear wasn't representing the company accurately. So we pivoted.
The Design Process
The Meaning
Designing this branding was a labor of love and thoughtful details. After looking more into the Para tree, I discovered that it was a flowering tree. Naum had mentioned that his clientele was mostly women, so going for a more dainty and artisan look was exactly what he had in mind. I decided to do a dainty sketch of the flower, incorporating natural colors, and giving a slight ode to the pear in the font choice.
The Typography
The logo is styled in "Ozaan" with all letters capitalized except for the lowercase "a"s. These lowercase elements break away from the uniform structure, forming a subtle pear-like shape that gives the logo a distinctive and memorable brand identity.
Building The Brand
We didn't just stop at the font and the flowers. We wanted to elevate the look and really give Para Flooring more than just a logo. I also included:
- A cohesive color palette
- A patchwork logo
- Decorative logos
- Font pairing for website and other digital elements
The Final Result
The final brand design for Para Flooring truly reflects the craftsmanship, elegant style, and rich aesthetic. By including the meaningfulness of the word and business, we built a brand that resonates with people. It's a logo that exudes excellence and design, just like Para Flooring.
Ready to Elevate Your Brand?
I love working with local and artisan businesses that take exceptional pride in their work. If you’re ready to elevate your brand and create something intentional, cohesive, and meaningful, I’d love to collaborate.
Let’s talk.
Fill out the interest form on this page, and let’s see what we can create together.
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With ink-stained gratitude,
Emily Ciecka