Laken's identity made the cut on World Brand Design Society, one of the platforms that benchmarks what counts as standout work in branding worldwide. Laken is a luxury residential development in Gramado, Brazil, built to read as the pinnacle of a crowded luxury real estate market, and the brief was a brand strategy and visual identity substantial enough to earn that positioning rather than just claim it.
A wordmark drawn straight from the wildlife on Laken's own lake
What the identity earns its place on is restraint: a single wild duck in flight standing in for the whole development, a custom wordmark built with the same quiet confidence, and a palette pulled straight from Gramado's own mountains and lakes rather than invented for the brief. Nothing about the mark reaches for attention, which is exactly what makes it hold up next to the other identities WBDS chose to recognize alongside it.
Laken's manifesto, printed in full beside its own stationery suite
Being named among the world's standout identities is a different kind of validation than a sale or a lease: proof the system itself, not just the real estate behind it, is doing real work. Laken's brand has since become shorthand for the development itself, a mark discerning buyers recognize before they ever see the property.
Every piece of the Laken system in one frame: mark, wordmark, tagline and life in Gramado
Laken's cards and tote bag, the same restrained mark carried into everyday use
"A brand quiet enough to let the landscape do the convincing."
World Brand Design Society