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The logo design visually expresses the natural tension and refined structure inherent in the fabric. Within a stripped-down, minimalist composition, it pursues a balance that conveys the precision and elegance of woven textiles.
Understated yet unmistakably present, the logo embodies the very essence of ETELA’s approach to making—quiet strength, integrity, and enduring craftsmanship.
graphic
graphic
ETELA is a Japanese canvas bag brand crafted from finely woven herringbone fabric, slowly produced on traditional shuttle looms with over 130 years of history.
The brand name is derived from the Italian word TELA, meaning “fabric.” It reflects a deep respect for the material itself and a steadfast commitment to quality and craftsmanship.
ètela
logo design / creative direction
Tokyo, Japan
2022
useful
mistakes
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