Las Ruanas is a family-run business that has been creating clothing inspired by the countryside and its traditions for the past two years.
“I chose to work with Las Ruanas because fashion is a field that really interests me, and this project was a great opportunity to get involved with a style I don’t usually wear. Adapting to it was a real challenge, but also a very enriching experience, ”the student explained.
Currently, the brand offers a wide range of products, including vests, tops, pants, shorts, hiking boots, and many other items designed for women.
Building on this foundation, the project sought to strengthen the brand’s visual identity based on the following concepts—outlined in the student’s academic paper—that define the brand:
- Inspiration from the countryside: Las Ruanas draws inspiration from the countryside, so each garment embodies nature and the "rural landscape. "
- A balance between rural and urban: The brand combines the "essence of the countryside" with elegance, making its garments versatile for both rural life and city life.
- Commitment to quality: From the very start, they ensure that every product is of the highest quality and durability, paying close attention to every detail—from selecting the finest raw materials to the final finish of each piece.
- Uruguayan identity and a family-oriented approach: the brand’s national identity is reflected in its use of local raw materials, processed in workshops located within the country, while the value of family is evident in the family-run nature of the business, where “a spirit of collaboration and a love for what we do is reflected in every creation.” This, in turn, drives the local economy, promoting a conscious and locally-based form of production.
New visual identity
The primary graphic identity features an isotype composed of three intertwined horseshoes, with the one in the center rising above the other two. This arrangement symbolizes Sofía Steingruber —founder of Las Ruanas—at the heart of the project, flanked on either side by her parents, who represent the support and family strength that drive the venture.
The isotype accompanies the logo, which was designed in a handwritten style using the Quando Regular typeface.
On the other hand, María Paz decided to keep the brand’s slogan for the new identity—“Wear it; it looks good on you”—because it conveys a positive message that resonates with customers.
The color palette accompanying the new brand identity consists of two shades of brown and a beige, inspired by the colors of the countryside, the coats of horses, and materials such as leather, which are used in clothing production.
These shades not only evoke the setting and the raw materials, but also convey warmth, naturalness, and an air of sophistication. Beige serves to create contrast in the graphic elements, ensuring that the text is easy to read.
At the same time, a series of illustrations featuring a textured brushstroke style was created for the new visual identity, evoking the brand’s artisanal character with a warm and authentic aesthetic.
Each illustration features elements of the countryside, such as mate, native flora, and the Uruguayan sun, as well as the brand’s clothing and iconic scenes inspired by therural setting.
Part Design
As part of the startup’s stationery design project, the student created items such as large and small envelopes, letterhead, business cards, thank-you cards, gift cards, and a personalized notebook.
In terms of packaging, she designed various items, including shopping bags in two sizes, stickers to seal packages, gift tags, shipping boxes, and a leather tag featuring the brand’s logo, intended to identify the garments. These pieces are designed to reinforce the visual identity and convey the brand’s values in every detail.
Finally, as part of the merchandising proposal, two designs for tote bags and satin scarves were created. In addition, illustrated stickers were included as gifts for customers who make purchases at the store.