branding – digital – print – packaging & labels – illustration


0 – 22

Fashion has become a staple to men’s and women’s livelihood. Arcana is the piece that puts their everyday lives together. From waking up with a cup of coffee, knowing exactly how they will go throughout their day to evenings out. For those whom are confident and want to express their journey, while applying the lessons experienced on their way to understanding the world.

The name Arcana derived from the meaning ‘mystery’, ‘a secret’ and the ‘major arcana’ which are a suit of 22 cards in the 78 card Tarot deck. These 22 cards are used to help determine the meaning of human consciousness and, as such, hold the key to life lessons passed down through the ages.


To ensure the overall brand identity felt in line for both men and women to wear, and to have fun wearing their custom shoes for any occasion.


Choosing a font that encompasses a friendly aura with soft lines and edges allows all those welcome to be apart of this journey. Both logotype and paring serif fonts brings a human touch and consistency throughout the customer journey; from the time they receive their shoes, read the labels, and enjoy the illustrations on the soles of the shoes.

Colour palette: Gold, gold foil, neutral tones and custom painted illustrations.

Key to life: Know yourself and you will know the world. – Arcana

Brand Direction

light, journey, minimal, human consciousness

Let’s bring your brand to life.
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