Reformulating furniture for how we live today.
The name Tortuga/Turtle was the starting point. It gave us a meaning and the main idea came from there.
We developed the qualities of being nomadic, flexible and modular. So we approached the branding in that way by putting these three concepts together. The logotype is alive; its movement suggests the calmly determined way turtles move through the water. We also wanted to project a style which is classic and timeless because that’s what their furniture is.