Materiacruda, 2025
Art Direction & Design: Juan Martínez
3D Design: Mario Gonzalez
Photography: Christian Granados
Fonts in use: Modern Gothic by Allcaps Type
Beyond streetwear, Materiacruda is a wearable Latin American conceptual practice. Through structural rawness and transformative design, it creates interchangeable and collectible dressing systems that move with the body—supporting it without restricting it. Working closely with the founder, we developed an identity that guided everything from brand’s name and logo design to the visual system and packaging.
Previously known as ‘Street Genderless,’ the brand needed to evolve beyond a limited association with streetwear and better reflect its broader vision and purpose. Materiacruda seeks to redefine luxury streetwear through structural rawness and transformative design, breaking paradigms of gender, aesthetics, and production through a distinctly Latin bizarre aesthetic.
Materiacruda needed a symbol that embodied it’s evolution and strengthened it’s recognition. The monogram—defined by elegance and structure—became the core of the visual identity. The system is built from the essential and explores the elemental. Its components interact, create tension, and overlap in a constant process of reconstruction that expresses the brand’s transformative character. Anchored in black and off-white, with a range of greys as support, the color palette emerges from the products and extends across all communications. In this way, the identity functions as a living system: flexible, modular, and consistent across every touchpoint.
Previously known as ‘Street Genderless,’ the brand needed to evolve beyond a limited association with streetwear and better reflect its broader vision and purpose. Materiacruda seeks to redefine luxury streetwear through structural rawness and transformative design, breaking paradigms of gender, aesthetics, and production through a distinctly Latin bizarre aesthetic.
Materiacruda needed a symbol that embodied it’s evolution and strengthened it’s recognition. The monogram—defined by elegance and structure—became the core of the visual identity. The system is built from the essential and explores the elemental. Its components interact, create tension, and overlap in a constant process of reconstruction that expresses the brand’s transformative character. Anchored in black and off-white, with a range of greys as support, the color palette emerges from the products and extends across all communications. In this way, the identity functions as a living system: flexible, modular, and consistent across every touchpoint.
