BRAND IDENTITY

CREATIVE DIRECTION

2024

GRAPHIC DESIGN

ROLE: GRAPHIC DESIGNER, & PROD. DESIGN

CREDITS: Juan Mosquera, product idea, co-founder.

Santiago Garcia, co-founder.

More Than a Jersey, a Passion.

As the designer and lead product designer, I led the branding and creative direction along with co-founders Juan Mosquera and Santiago Garcia for Aguamala, a brand born on the fields of Bogotá that celebrates football as a way of life. Inspired by resilience and passion, we aimed to connect with individuals who feel the sport in their skin and creativity in their soul.

My mission was to design a brand that fosters a community where football merges with art, fashion, and friendship. Each jersey was crafted to be a unique piece, reflecting the identity and passion of the wearer.

We built Aguamala on core values of transparency, solidarity, and perseverance. The brand promotes fair play both on and off the field, believing in the unifying power of sport.

LOGO

AGUAMALA SHIELD DESIGN

For Aguamala, I crafted a unique shield logo, drawing inspiration from iconic football emblems like the Palmeiras crest and incorporating elements of vintage design, such as references to the Netherlands' retro logo. The jellyfish symbol at the center represents both the brand's namesake and the fluid, dynamic nature of football, while the bold, wavy typography gives the logo a sense of movement and energy. The stars and shield elements evoke a classic football aesthetic, connecting Aguamala's identity to both the sport's rich history and its cultural significance.

PRODUCT DESIGN

Retro jersey final design

The soft color palette and retro cuts were carefully chosen to evoke a sense of nostalgia while maintaining a fresh and modern appeal, making this jersey both a tribute to football history and a statement of style for the present day.

This retro-inspired jersey for Aguamala combines elements of classic football aesthetics with a modern twist. Using the custom-designed Aguamala shield logo as the focal point, the shirt reflects a fusion of vintage style and contemporary fashion. The vertical pinstripes in light blue create a clean, athletic look, while the pink accents along the collar, sleeves, and numbering bring a vibrant, playful energy to the design.

Design by Juan Ruiz