Lacuna
Branding
Challange
Lacuna is a vibrant climbing hold brand designed for gyms and routesetters across Asia and beyond. With bold, geometric designs and a playful spirit, the brand needed a distinct and memorable identity that would resonate with both professional routesetters and modern climbing communities. The main challenge was to create a brand system that captures Lacuna’s energy and quality, while remaining versatile enough to work across packaging, web, and product surfaces.
Process
Crestify Studio led the branding development from concept to execution.
Brand Strategy: We distilled Lacuna’s positioning into a clear narrative — playful yet strong, modern yet approachable — to guide the visual direction.
Visual Identity: We created a bold and geometric logo, paired with a vibrant colour palette and clean typography that reflects movement and progression. The design system was built to stand out on walls, packaging, and digital channels alike.
Application: The branding was applied across key touchpoints including mockups, packaging concepts, digital materials, and brand guidelines, ensuring consistency and scalability as the company grows.
Outcome
The result was a striking and cohesive brand identity that positioned Lacuna as a modern, community-driven climbing brand.
The visual language captured Lacuna’s playful yet premium personality, making it instantly recognisable in the climbing industry.
The branding provided a strong foundation for marketing, packaging, and product launches, helping Lacuna differentiate itself in a crowded market.
With a clear identity system in place, Lacuna is now equipped to expand across Asia and beyond, building strong relationships with gyms and routesetters.
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