Likha: Bringing Philippine Handicrafts to the World
The Mission
Likha is a lifestyle brand that works in partnership with Filipino artisans to bring distinct pieces of Philippine handicrafts to the global market. Likha means “to create” in Filipino. This refers to the art behind the brand’s many products. Likha's founder, Nathalie Lim, approached me to design a logo that highlights the craftsmanship behind the products.
The Output
After thorough discussions about Likha’s philosophy, vision, target audience, and how they want their storytelling to look and sound like, the core team and I traced the roots of the company’s philosophy back to the people who breathed life to the brand’s products: the artisans. Inspired by this idea, I created a logo that zones in on the hard work these craftsmen have to do behind the scenes. The resulting mark is elegant yet not too refined on the edges to evoke luxury & craftsmanship respectively.
The Impact
Likha’s new logo and brand aesthetic makes it appear as an established brand in the artisan space. In the first nine months after the creation of the new identity, the team worked with 7 different artisan groups in the Philippines - ranging from nonprofits, farming communities, small mom-and-pop workshops, and women communities and built the brand’s presence in close to 50 new retailers across the US, Australia, and Japan.
Client
Likha
Services
Identity Design
Web Design
Contemporary aesthetic meets traditional craft
Likha is a Philippine lifestyle brand of handmade products that wishes to emphasize contemporary design using traditional materials and techniques. It wants to bring the artisans to the forefront so that they can thrive in an increasingly globalized world. In turn, the customers can feel that they can be part of something good, and that buying products from Likha is a chance to support a noble cause. A classic modern logo that encapsulates the company’s mission and vision is essential in order to jumpstart the marketing campaign.
At first, Nathalie Lim, the founder of Likha, was hesitant to build an online presence because she was not confident with the logo design that the company had. Because of this, she really couldn’t reach potential customers on the web and only relied on word of mouth. referrals, and pop-ups.
Stamping pouches and bags to convey a grunge artisanal look
Likha’s business card blends well with its motif at an annual trade show held in New York
An opportunity emerges
Growing interest in handmade products puts LIkha in a good position. As a result, bigger goals have been set by the core team including having a strong online presence. Likha started in California and aims to introduce its products not just to US consumers, but also to people around the world. These goals have spurred the founder into action. She approached me to design a mark that would encapsulate her company’s philosophy.
After three rounds of revisions, the client and I decided on a mark that is a combination of all letters in the word “Likha.” Given that Likha means “to create” in Filipino, the logo needs to zone in on the artisan’s labor. The resulting icon resembles a vine and at the end of it is a diamond, representing the hard work an artisan exerts before he or she produces something that can truly be treasured.
BEFORE
AFTER
Solidifying Likha’s
online presence
Besides the visual idenity, Likha also needed an online hub where people can buy products, sign up for the newsletter, and ask questions. In response, I created a website for the brand. The website’s layout is comprised mostly of white space that is in stark contrast to the earthly colors of the lifestyle shop’s many products. This directs a visitor’s eyes from one product to the next and so on. Click here to see Likha’s website.
The Likha logo as it appears on the website
The result
Likha’s new logo and brand aesthetic makes it appear as an established brand in the artisan space. In the first nine months after the creation of the new identity, the team worked with 7 different artisan groups in the Philippines - ranging from nonprofits, farming communities, small mom-and-pop workshops, and women communities and built the brand’s presence in close to 50 new retailers across the US, Australia, and Japan. In the US,
Likha has also collaborated with brands supportive of small businesses like West Elm, Pottery Barn, Williams-Sonoma, and Anthropologie. The years to come looks promising for the thriving Philippine lifestyle brand.
Likha’s pop-up during the NY Now Tradeshow
Do you want to start your project?
Did you like the new Likha identity? If you're itching to get started on your own project, shoot me an email and let's start to work on your brand identity!