This project reimagined American Leather’s brand identity through a refined visual system rooted in nature, authenticity, and timeless craft.
As part of the brand refresh, the creative direction was inspired by the principles of wabi-sabi, embracing organic textures, natural materials, and the beauty of imperfection. This approach informed the overall look and feel across photography, print, and brand touchpoints.
New photography was developed to bring this vision to life, focusing on natural light, muted tones, and authentic detail to evoke warmth, honesty, and understated elegance. The result is a cohesive visual language that reflects the brand’s commitment to craftsmanship, sustainability, and enduring design.
The retail brochure extended this direction into a tactile, in-store experience, reinforcing the brand’s identity through thoughtful layout, materiality, and storytelling.
Deliverables
Brand visual direction, photography art direction, retail brochure design, marketing collateral
Art Direction & Brand Curation: Kim Pham
Photography: Terri Glanger
Styling: Thais Schmidt
Art Director: Kim Pham | Photography: Terri Glanger | Stylist: Thais Schmidt