ALEX YUVERO
ABOUT THE PROJECT
Alvarog is a dynamic brand that channels the visionary work of a multidisciplinary artist whose creative journey began in the 90s. The artist’s childhood was spent drawing countless characters and animals, a passion that evolved into a unique and expansive visual language. Over time, his travels, particularly through Mexico, deepened his connection to diverse cultures and fueled his love for blending abstract shapes and surreal elements into his work. Alvarog is a celebration of his artistic journey, where each piece reflects the artist’s exploration of the world through his cosmic lens.
The project aimed to capture the artist’s surreal perspective and translate it into a cohesive brand identity. The goal was to create a presence as adventurous, expressive, and boundary-pushing as his artwork—allowing the unique energy of Alvarog’s creations to transcend the canvas and become an experience in its own right.
PRIMARY LOGO
The logo creation for ALVAROG began by working closely with the artist to understand his visual language—one defined by abstraction, symbolism, and raw emotional energy. The objective was to distill this distinct creative force into a mark that felt not designed, but discovered—something that belonged to his universe as naturally as his art itself.
Drawing from his signature use of symbolism and organic distortion, the design exploration led to the development of a central mark—a stylized anvil. Far from literal, the anvil became a metaphor: for force, creation, and transformation. Its form was carved with angular strength and a sense of motion, while radiating lines from the base suggested explosive imagination and forward momentum.
Typography followed as a careful counterbalance—playful, rounded, and full of personality. It was built to echo the expressive energy of the artist’s compositions while offering approachability and rhythm. The color palette was anchored in a vivid, warm orange—a hue that pulses with energy, reflecting the emotional intensity and creative fire embedded in ALVAROG’s work. Together, these elements form a visual identity that channels the intensity, emotion, and unbound creative rhythm of ALVAROG’s universe.
CLOTHING COLLECTION
The development of the “La Santan” capsule collection began with the need to speak to the artist's roots and the cultural essence of his hometown, Santander. It was here that the name “La Santan” was born—a fusion of local pride and artistic vision, designed to carry the weight of both heritage and personal identity.
From this foundation, the design journey unfolded. The next step was to ensure the visual identity aligned with the essence of the collection. The typography, a blend of modern sans-serif fonts with the handmade style crafted for ALVAROG, was chosen for its ability to strike a delicate balance—high contrast and bold, yet elegant and subtle. This duality in design mirrored the tension between tradition and innovation, a theme central to the collection’s concept.
As the collection took shape, it was essential to keep the brand’s core values—“Roots and Tradition”—at the forefront. Each design was carefully crafted to reflect this foundation, weaving cultural references and contemporary touches into every piece. The result was a collection that didn’t just showcase style but also conveyed the artist’s deep connection to his heritage, transforming it into something timeless yet progressive.
