Branding for ALT.CRAFT

ALT.CRAFT is a clothing brand inspired by the culture and art of Antigua Guatemala, a colonial city designated a UNESCO World Heritage Site. It creates personalised garments with unique, original designs reflecting each client’s identity and style. It collaborates with artists and specialists in fine details, using techniques such as sewing, embroidery, weaving and printing.

The visual redesign conveys its alternative, creative and diverse essence, as well as its commitment to quality and sustainability. The logo uses the initials A and C as a triangle and a circle respectively, representing harmony between geometry and organic forms. A dot changes colour according to the product range, symbolising personalisation and variety. Icons for key areas such as art, nature, community and recycling reinforce the brand’s identity and values.

ALT.CRAFT invites people to dress with personality, originality and awareness, offering garments that are more than consumer objects: they are true works of art.