Hruda is the personal brand of Štefan Oravec, a craftsman specializing in natural clay plastering and ecological building. The goal was to create a visual identity that reflects his passion for traditional craftsmanship, respect for nature, and meticulous approach to every project.
The brand strategy was built around Štefan’s personal story. After years in the construction industry, he found his passion in ecological building and natural clay plastering. The identity positions Hruda as more than a building service. It represents a thoughtful approach to creating healthy, sustainable spaces rooted in craftsmanship, authenticity, and a deep connection to nature.
The visual identity combines precise geometry with organic forms inspired by the natural qualities of clay. The logotype was shaped using clay as part of the creative process, creating a distinctive balance between handcrafted character and technical precision. A warm, earthy color palette, custom typography, and a symbol inspired by a plastering trowel reinforce the brand’s authentic personality and attention to detail.
The identity was designed as a flexible visual system ready to support the brand across every touchpoint. From stationery, workwear, and vehicle graphics to printed materials and digital concepts, each application demonstrates how the brand can remain consistent while naturally adapting to future communication and business growth.
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