Verocio is a Nigerian footwear brand specializing in high-quality male footwear. The brand’s owner reached out to me to develop a comprehensive brand identity and strategy that would capture the essence of his vision.
The name Verocio draws inspiration from the Renaissance artist Verrocchio, meaning “true eyes.” This connection reflects the brand’s dedication to craftsmanship, detail, and precision, values at the heart of every product.
The challenge was to design an identity that balanced premium quality with affordability. The brand needed to convey sophistication and attention to detail without leaning too heavily into an exclusive luxury feel that might alienate its broader audience. The goal was a visual identity that communicates both refinement and accessibility, resonating with modern men who value style, quality, and practicality.
Brand strategy
To lay the foundation for Verocio’s identity, I began with an in-depth discussion with the client. We explored the reasons behind starting the brand, his long-term vision, how that vision comes to life daily, and the values guiding the business. These insights became the backbone of the brand strategy. From our conversations, I distilled the brand’s purpose, vision, mission and core values.
Next, I defined Verocio’s positioning within its category and clarified its place in the market. This included: Breaking down the target audience into clear segments, and identifying how Verocio stands apart from competitors.
Every brand needs a relatable persona. I selected archetypes that align with Verocio’s audience, shaping how the brand communicates and the emotional connection it builds. This step also informed the tone of voice. Confident, refined, yet approachable.
Logo
The design direction for Verocio strikes a balance between boldness and approachability, blending elements of luxury and professional simplicity. The identity is crafted to reflect precision, craftsmanship, and quiet elegance, a visual language that communicates both class and comfort.
The mark is rooted in symbolism and meaning. At its core, it represents Verocio’s deep attention to detail, a value central to the brand. The name “Verocio” draws inspiration from the Renaissance, referencing a phrase that means “true eyes.” This inspired the design of the mark, a stylized eye with a star at its center, symbolizing vision, clarity, and excellence.
The eye's form is constructed from two V-shaped diamond strokes, derived from the initial letter of the brand name. These shapes intersect to form a shield-like silhouette, subtly conveying notions of security, dignity, and trust, all qualities that reflect Verocio’s essence. The combination of geometric precision and symbolic depth reinforces the brand’s commitment to quality and artistry.
For the logotype, a serif typeface was carefully selected to convey elegance, maturity, and credibility. However, to maintain approachability, the font strikes a balance: it features subtle serifs and clean lines, avoiding excessive ornamentation. The result is a timeless and legible wordmark that feels both sophisticated and grounded, perfectly complementing the symbol.
Brand Colours
The color palette is a warm and sophisticated blend of rich browns, cream, sandy tones, and deep dark brown, carefully chosen to evoke a sense of calm elegance, refined craftsmanship, and quiet power.
These hues are deeply rooted in the natural materials and textures associated with high-end footwear, leather, suede, earth, and wood, reinforcing the brand’s connection to authenticity, artisanal quality, and timeless style.
Brand Typography
The primary typeface for Verocio is a serif font, chosen for its ability to convey a sense of timeless elegance, sophistication, and authority. Serif typefaces are traditionally associated with heritage, craftsmanship, and trust, all core qualities that align with Verocio’s identity as a refined and detail-driven footwear brand.
Unlike overly ornate serif fonts, this particular typeface offers a balanced, contemporary feel. Its subtle serifs and clean letterforms bring a level of approachability and clarity, making it versatile across both digital and physical applications. It’s elegant, but never intimidating. Mature, but not old-fashioned.
To complement the primary serif typeface, Verocio uses a clean, modern sans-serif font as its secondary typography. This typeface provides a sense of clarity, simplicity, and functionality, balancing the refined character of the serif with a more minimal, contemporary voice.
The sans-serif font is used across supporting brand elements such as body text, product descriptions, technical information, and digital interfaces, where legibility and visual efficiency are key.
To add a distinctive flair to the brand’s visual language, a signature-style typeface is introduced as an accent typography. This typeface brings a touch of personality, creativity, and emphasis, used sparingly to highlight moments of importance or emotion within the brand experience.
Brand pattern
Brand in action
Verocio’s identity captures what the brand truly stands for. Craft, precision, and comfort made accessible. A brand built with vision, and designed to last.
