URTA – Cultural Fusion
British–Chinese footwear brand
The founder of URTA had a vision to bring a London-inspired footwear brand to China. With the name that resonated with the Chinese audience being a requirement, our task was to position the brand and create a visual identity sprung from a Western design ethos.
During a rigorous research phase we looked at Western fashion brands successful in Asia, brands born in China, Japan, and Korea, and small artisan brands of Shoreditch, London.
The fusion between cultures represented by an area like Shoreditch was a major influence for the design.
URTA logo mark made up of angular shapes resembling the letters U and A.
The URTA mark also has interlocking shapes that symbolise the cultures coming together.
The brand guidelines manual sets out the rules of the brand and was created for use by URTA's designers in China.
The lookbook was shot in Shoreditch, London.
