DeNada is an emerging accessories line, specializing in simple yet, timeless handmade knits for women and men. DeNada is the vision of its founder, Virginia Arrisueño, who inspring 2005 sought to blend contemporary styles with ethnic elements to offerstylish yet high-quality merchandise. DeNada products can be found at select retailers worldwide. To view collection, visit www.denadadesign.com
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In 2005, I took the plunge and started my own business, DeNada. Initially, DeNada was known for colorful and playful handbags, which I designed and handmade. The original logo was a perfect representation of what I was doing at the time. It was feminine and youthful.
Over time, I realized that I wanted to change the direction of my collection to focus my line more on knitwear. I always had an obsession for knits. And since I had focused on textile art in college, the transition from handbags to knit accessories was seamless and felt natural.
After the transition, I realized that the original logo didn’t represent the new styles I was creating. My new designs were both minimal and clean, with a much more somber color palette. It was clear to me that DeNada needed a new identity to match our new products and the new direction of the company.
My sister, Milagros “Mila” is a talented graphic designer, who works for a reputable graphic design firm in Old Town Alexandria, Virginia. When she offered to lead DeNada’s redesign process this past April, I quickly said “Yes, please!”
As you may know, rebranding involves a lot of time and energy. With DeNada being a direct representation of me as a designer and more importantly, as a person, I didn’t want just anybody to do the redesign. My sister knows me so well, of course, she was the perfect person to take on the project. Plus, I love her aesthetic and admire her work ethic. Immediately, I was thrilled to be working with her and confident in what she would come up with.
DeNada’s new identity mirrors the look, feel and maturity of my current collections, even more than that, the new direction of my company. I am in love with the new logo’s simplicity and its sophisticated design.
My sister completed this project magnificently, and I can’t express to her enough my appreciation and thanks. I enjoyed working with her on this project from start to finish. Our once a week meetings gave me such a better insight of how she thinks and works as a graphic designer. I admire her work ethic even more, and find her design skills to be so inspirational.
Thank you Mila for helping your little sister out!
My sister, Mila (right) and I (left) in Ica, Peru (2009)