OUR WORK/ RUKA
CREATION OF RUKA
CAPTURING THE
ESSENTIALS OF
DAILY LIFE
CAPTURING THE ESSENTIALS
OF DAILY LIFE
The objective behind the development of the Ruka brand was to create a unique identity for a residential project aimed at young people in Paraguay, particularly those transitioning from living with their parents to embracing independence. The essence of Ruka lies in resonating with individuals at a key turning point in their lives—those who are moving beyond their comfort zones and seeking a space that combines comfort, security, and the possibility of a new chapter.
A Harmonious Connection Between Tradition and Modernity
The color palette used for Ruka was carefully selected to reflect a sophisticated mix of local materials that preserve the identity of the region, such as brick, while also introducing a modern touch. This combination creates a harmonious connection between the traditional and contemporary, capturing the essence of the past while paving the way for the future.
Design That Feels Like Home
The concept, copy, and art direction are all designed with a focus on the emotions one experiences in a home—where every detail matters. Ruka aims to create a living space that feels personal and inviting, while also offering flexibility and modern functionality.
Primary tipography
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A Brand that Turns Change into Opportunity
One of the challenges was overcoming the natural resistance to change and the fear of adapting to new lifestyles and responsibilities. To address this, the brand was built with a sense of familiarity and modernity, providing a bridge between the past, present, and future.
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