Opportunity

Theo Levonis (my father) took up leather-working several years ago—a hobby that he picked up from his father who loved to create leather wallets, handbags and tool bags for friends and family. He's turned this hobby into a small Brisbane business, Theta Lambda. As a Greek-Australian this heritage permeates the brand, from colour choices to the brandmark, forming an identity that is both modern and full of nostalgia.

Selling wallets and leather accessories under several similar names, we noticed an opportunity to clarify the brand identity and establish a point of difference in his presence at local markets. Researching the market and determining a point of different we developed "Theta Lambda", Theo's initials in Greek, as a nod to his Greek heritage while also establishing a brand name that can be expanded in future—"Theta Lambda Living", "Theta Lambda Wood", "Theta Lambda Kitchen", etc.

Outcome

The primary application of the brandmark would be physical branding of the leather products at large and small scale, and so the final logo needed to be simple enough not to lose detail when cast in brass.

The brandmark combines the initials 'TL' together form an iconic Greek column, another reference to his roots, which is also used as the basis of the brand's graphic language in patterns and framing elements. The primary logo is also set with the sans serif Degular with blocky characteristics that echo the columns, and Degular Text and Display are used throughout brand applications.

The colour palette was inspired by both Greek motifs but also the unique leather and thread combinations Theo uses in his products to create unexpected and playful pieces. These colours in combination with bold and distinct typography create a versatile visual language across a range of media.

Key responsibilities

• Leading concept, design and art direction.
• Developing physical assets including packaging, signage and custom leather tools.
• Development of social media templates.