Ghurka

Brand Identity

Resurrecting an American luxury brand by embracing its heritage.

After decades as the quintessential American luxury brand, Ghurka lost its way in the 1990s when production moved overseas and the company entered into a slew of questionable licensing deals. With a renewed focus on craft, new ownership hired us to build a brand that recaptured that once sterling reputation. Mining their archives for the founder’s original designs, we refined them to form a new identity comprised of typography, iconography and a flexible product labeling system that feels at once modern and heritage.