Garuda Corporate Identity
Garuda Steps Forward With Footwear Brands for Jalan & Tengo
Garuda Imports Inc. is a start-up company focussed on importing footwear and accessories from Indonesia. The products they were importing were not well branded and they did not feel they would perform well in the North American market. Garuda was looking to develop two of their own brand identities to bring their shoes to market – one for a line of casual sport sandals and the other a line of infants shoes.
Garuda approached Jump to create these brand identies starting with a clean slate. After completing a strategic name generation exercise the brand names Jalan and Tengo were eventually selected for the two product lines. Jalan, meaning ‘way or path’ in Indonesian, was chosen for the line of sandals and Tengo, a reference to ten toes, was a playful fit for the children’s shoes. Jump then developed the brand identities for Jalan and Tengo. The final Jalan logo uses an earthy grey tone and features a ‘wing-like’ icon that also mimmicks the stepping of a foot. For Tengo, a loveable, non-descript monster was created as an icon to appeal to children. The wordmark and the icon were done in a colourful yellow and blue to reflect the vibrancy of their multi-coloured shoes.
Jump also completed shoe boxes and collateral material for Garuda, whose Jalan and Tengo shoes have now launched in North America with great success.
