ZURA TREE
WOODEN FURNITURE
Lezo, gipuzkoa
2021
PROJECT SCOPE
Brand Strategy
Brand Identity
Creative Direction
Web Design
Ecommerce
Social Media
Zura Tree is a family-run workshop that creates handcrafted wooden furniture designed to support children’s autonomy, movement, and emotional development. Rooted in sustainability and inspired by active pedagogies such as Pikler, Montessori, Waldorf… Their mission is to offer products that nurture a healthy, respectful relationship with nature and childhood.
Maider reached out to me to build a brand that could translate this deep pedagogical and ecological commitment into a cohesive identity and digital presence. The challenge was to position Zura Tree as both a pedagogical reference and a trusted craft brand in a growing niche market.
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I developed a modular and organic visual identity anchored in nature, with a central symbol that evokes growth, balance, and rootedness. A palette of warm, earthy tones reflects their commitment to sustainability and artisanal work.
We also produced an art-directed photo session to capture the warmth of the materials, the human touch of the workshop, and the emotional connection their furniture fosters. The result is a brand that feels close, honest, and deeply rooted in its values.
As Zura Tree continued to grow, the brand naturally expanded beyond its visual identity. When they opened their own workshop and showroom in Lezo, we extended the system across the physical space, designing the storefront signage and environmental graphics.
Over time, the identity has continued to evolve through carefully crafted brand touchpoints—from workshop aprons to packaging and interior details—creating a coherent experience that reflects the same warmth, craftsmanship and care present in every piece they make.
