Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

The Brief

Context

Considerations

Solution

To create the branding and identity for a Sustrera de

Toreros in Zaragoza, Spain.

A previously unbranded, family ran Sustrera de Toreros

whom are based in the old town of Zaragoza, Spain,
are wanting new, basic branding to allow the business
to be promoted in other ways than word of mouth, as
well as introducing the business to the internet.

There are numerous considerations for this brief,

including the language, overall aesthetic, traditions and
cultural values, context and history, as well as colour,
stock, layout and typography.

Branding and Identity that is reminscent of the tailor

and the materials he uses to produce a Traje de
Luces, whilst remaining traditional, classic and patriotic
in both aesthetic and tone of voice appealing to the
target audience.

A Sustrera de Toreros is a specialist tailor, whom hand

makes Traje de Luces (Suit of Lights) for professional
bullfighters/toreros.

To be successful, each element will be carefully

considered in order to relate to its target audience and
dominate competitors.

Brief Type

Target Audience

Deliverables

Evaluation

Self-Initiated

The primary target audience would be bullfighting

professionals, i.e. Matadors, Picadors and Cuadrillas,
whom are in need of a new Traje de Luces.

The branding and identity will run across both printed

and digital collateral.

I feel I have completed this brief to a high standard

and to the best of my ability, feeling proud of the final
outcome. Traditional branding is out of my comfort
zone, and therefore was a challenging designing and
producing a very simplistic, and minimal solution. By
doing so I feel as though I have gained a further sense
of understanding into branding for different, niche target
audiences and markets, which I feel will be of benefit to
me in the future when working in industry.

The secondary target audience would be agents and

coaches of the professionals, whom are looking for a a
Sustrera de Torero on their behalf.

- Business Cards
- Letterhead
- Envelope
- Promotional Postcard
- Look Book
- Website Proposal

1/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

Contextual Research

Bullfight, Malaga, Spain

Culture and Tradition

Influence

Context

In June 2014, I went back to Spain to visit my family,

and was re-introduced to the world of bullfighting I was
brought up around as a child in Zaragoza, Spain.

Bullfights are a well-known Spanish tradition, and

remain heavily involved with their culture even today.
The bullfights happen every Sunday, in every City or
Town of the Country.

I was inspired by the Traje de Luces, the suit of lights

worn by the Matador, and his Cuadrilla. The Matadors
wear Gold, the Picadors wear Silver.

Due to each suit being 100% handmade, every bead

and stitch has to be individually sewn by hand. Only
skilled and experienced tailors can make these suits to
the standard requrired for the bullring, often meaning
the businesses are often family ran.

In Spain, supporters of bullfighting argue that it is a

culturally important tradition and a fully developed art
form on par with painting, dancing and music.

Each outfit is custom made, 100% unique to the

Matafor, and an art form. In real life, the magnificence
and detailing of the suits are mesmerising, and utterly
beautiful to look at.

2/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

Competitors

Layout

Look Book

In regards to existing Sustreras, or tailors, only a small

handful are found across Spain, being established for
decades previously.

The layouts featured are minimal, clean and smart in

aesthetic, allowing the photography to breathe and
speak for itself. Additional bodycopy, as noted on the
first example allows a description of the photograph,
however I feel this could made more traditional in
aesthetic to work with this brief.

These examples show a combination of type and

image on both the cover and the inner page layout,
which could be adapted in a more traditional and
classic manner, to further echo a handmade aesthetic.

The two competitors logos shown, are stereotypical for

the trade, the first, Alejandro, being the same colour as
the Capotes (capes) used, Magenta and Yellow, whilst
the second, Justo Algaba, features a crown symbol
denoting the King, or the King of the Ring.

Aesthetic Research

3/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

Development: Logo Design

Initial Ideas

Final Logo Development

Final Logo

Additional Body Copy

For the logo, I wanted to use a classic, and traditional

aesthetic, opting for the concept that the tailor has
drawn out the logo, adding to the handmade context
and tone of voice that surrounds the brand.

I had a brainwave, that the logo should be

handwritten by a true Spaniard, in order to gain the
authentic, traditional Spanish aesthetic I was aiming to
achieve. This would also allow the concept to come
to life.

My dad, a true Spaniard from Zaragoza, Spain, hand

wrote the logo for me, which I was then able to
manipulate digitally. I felt the final logo design felt much
more suitable and appropriate for the brand.

The outcome of the logo I felt was exceptional,

authentic and true to the brief and its identity I was
aiming to build. Therefore, the body copy for the Look
Book was written in the same manner, in order to
create consistency, a brand image, and to fulfil the
concept of being handwritten directly in the book by
the tailor.

However, the initial logo design turned out quite girly,

and didnt look authentic enough to use, however
could be worked from and developed.

4/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

Business Card

Stock

Typography

A simple, tri-plexed business card has been designed

and produced, with cream and black stock, featuring a
one colour ink jet print, in order to keep printing costs
low for the business.

300gsm Cream Linen Flocked Card

120gsm Black Card

Helvetica Neue, Light, has been used as a secondary

typeface in addition to the hand written logo in order to
remain subtle yet visible to the end user.

Cream Linen Flocked Card was used as the main

stock choice for the branding, due to the linen texture
resembling with the lining of the Traje de Luces.

Outcome: Business Cards

5/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

Letterhead and Envelope

Promotional Postcards

Stock

A simplistic letterhead and envelope has been

produced as part of the business branding, allowing
for communication with clients.

6 promotional postcards have been further designed

and produced, to act as memo cards, appointment
cards or as mail outs, promoting the business and
brand through photographs of the end products, logo
and contact details.

300gsm Cream Linen Flocked Card

135gsm Gloss White Paper

Outcome: Postcard, Letterhead and Envelope

The photographs have been laser printed on gloss

stock in order to achieve the best quality of colour and
overall visual aesthetic.

6/10

Danielle Muntyan

OUGD603 Extended Practice

Binding

Stock and Binding

The Look Book has been perfect bound to give a

high-quality and traditional aesthetic, finished with
black bookbinding cloth in order to tie in with the logo.

300gsm Cream Linen Flocked Card

135gsm Gloss White Paper
Black Bookbinding Cloth

Brief # 4 Mara del Carmen - Sustrera de Toreros

Outcome: Look Book and Layout

7/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

Outcome: Look Book and Layout

Layout
A series of single and double page spread layouts
have been used to create diversity and aesthetic
appeal throughout, whilst allowing for different looks to
be visible and clearly noted or discussed through the
handwritten commentary.
The body copy throughout not only explains the suit
in the photograph, yet tells a story of a bullfight from a
Matadors perspective.
8/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

Website Proposal

Website Pages

A simple, traditional yet contemporary website has

been mocked up as a proposal to introduce the brand
and business to the digital world.

- Homepage
- About
- Services
- Look Book (Interactive)
- Contact
- Location (Interactive Google Maps)

The website has been designed keeping in mind the

target audience, allowing for a user-friendly interface,
simplistic layout and a stationary menu on the left-hand
side.

Outcome: Website Proposal

9/10

Danielle Muntyan

OUGD603 Extended Practice

Brief # 4 Mara del Carmen - Sustrera de Toreros

Outcome: Smart Phone and Tablet Proposal

Smart Phone and Tablet Website Proposal

The smart phone and tablet proposal for the website
is a portrait version, whereby the menu would slide out
the left hand side of the screen when swiped.
Being fully responsive, when the handset is turned
landscape, the page being viewed would be as seen
on a desktop PC, or a laptop.

10/10