Heroi
A story of a maker
A Serbian architect’s self expression project and dream. HEROI bags are handmade from start to finish using old and forgotten Yugoslav army tent canvas.
Brand identity
Creative direction
Our dear friend, freelance partner and bag-maker Ljiljana left her 9 to 5 in search of greater purpose. She discovered an excess of materials in her hometown in Serbia, used army tents. Following in the footsteps of greats like Freitag, we devised a brand identity that encapsulated LJ’s love for brutalism and minimalist design, while also playing to the army tent materials without feeling like a military brand. The resulting brand identity captured her mood for the project and created a system she could carry forward into the future.
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Brand identity
Creative direction
Strategy & Content with Slash
Product photography by Dušan Stević
Our dear friend, freelance partner and bag-maker Ljiljana left her 9 to 5 in search of greater purpose. She discovered an excess of materials in her hometown in Serbia, used army tents. Following in the footsteps of greats like Freitag, we devised a brand identity that encapsulated LJ’s love for brutalism and minimalist design, while also playing to the army tent materials without feeling like a military brand. The resulting brand identity captured her mood for the project and created a system she could carry forward into the future.
