Laken's identity made the cut on Abduzeedo, a widely read digital publication covering design, photography and UX. Laken is a luxury residential development in Gramado, in Brazil's Serra Gaúcha region, and the brief was to build a brand that could hold its own in a competitive luxury real estate market without losing the calm of the landscape it's built on.
Laken's cards and tote, the duck mark carried across the brand's everyday objects
The identity centers on a flying duck silhouette, a symbol of freedom and grace that stands in for the development itself, paired with a custom wordmark and a palette drawn from Gramado's own natural hues. The system reads as deliberately understated: no crest, no ornament, just the mark and the landscape doing the convincing.
The Laken wordmark, the duck mark and a family moment in Gramado, side by side
Abduzeedo's feature frames the project as proof that strategic branding can elevate even a category as crowded as luxury real estate, distinguishing Laken less as a residence and more as a retreat, a promise of nature and refinement rather than another development competing on amenities alone.
Laken's brand statement, stacked beside its own stationery
The Laken identity system in full, from cards to lifestyle photography
"Luxury living harmonized with nature, uniting sophistication with the tranquil essence of its surroundings."
Abduzeedo