Identity System, Logo, Color Palette, Typography, Illustration, Art Direction, Collateral Design, Brand Guidelines
Art Direction + Graphic Design: Kat Gibbs & Liberty Carlin
Illustration: Kat Gibbs
Agency: STAV Creative

Inspired by the rustic charm of Marfa's high-desert and the breezy elegance of Malibu's coastal lifestyle, Maaribu delivers Home Decor and Cafe essentials that captivate every sense.
While at STAV Creative, Liberty and I had the privilege of shaping the entire branding and identity for Maaribu. Our comprehensive involvement spanned from crafting distinctive logos and pattern designs to meticulously designing packaging and establishing an unmistakable Art Direction. As a testament to our attention to detail, we curated an 80+ page brand manual that detailed visual standards for Maaribu's digital presence, uniform guidelines, paper selections, art curation, and beyond.

The Inspiration
To foster Maaribu’s vision of “unique delights”, we focused on the idea of tactility—beautiful things that we can experience through taste, sight, smell, and touch. We found inspiration in the landscapes, textiles, fashion, and textures of Marfa, and combined this feeling with the ease and comfort of Malibu. You’ll see inspiration pulled from dusty hues of color, deckled edges of paper, and small unexpected samples of writing that tell their own story.
Above and below are examples of how the branding process starts—with mood boards. Liberty and I created various versions of "moods". Each played with its own set of colors, textures, and senses. Above is the final mood, which was later updated with the brand colors we selected for Maaribu.
The Logo
As a callback to classically handcrafted goods, the Primary Logo is a hand-drawn variation of an existing typeface. We scanned this imperfect hand-drawn sketch over and over until it felt like an approachable logo—something you felt confident enough to reach out and touch.

The Burro
An unexpected yet delightful inclusion in the logo set was our hand-illustrated Burro. The allure of having a distinctive mascot for Maaribu resonated with us all. Born from my sketches and christened the "Maariburro", this charming figure finds his niche in packaging, business cards, and other select placements, serving as a delightful surprise for the onlooker.
Displayed below are my preliminary drawings, which were eventually distilled into the final logo iteration.

You may also like

Back to Top