Tortus and Paperlux Studio launch new TORTUS Branding

Today, I’m excited to share the new visual identity for TORTUS, created in collaboration with Paperlux Studio in Hamburg — a studio based inside a traditional book bindery, known for craft-inspired products and visual solutions for luxury brands.

From the beginning, the goal wasn’t simply to design a logo. It was to create something shaped by the same playful spirit of making by hand that sits at the center of everything we do at TORTUS.

That’s part of why the process felt so aligned with the way I think about making.

Max didn’t begin on a laptop. He began with lead type. Physical letters. Metal forms handled by hand before anything existed digitally.

That decision mattered to me.

So much of my world is about understanding a material before asking it to become something else. Clay works that way. You can’t rush it. You have to spend time with it first.

The identity they created carries that same feeling. Quiet but certain. Precise without becoming sterile. A wordmark that doesn’t need to announce itself loudly to feel present.

What I appreciate most is that nothing feels decorative for its own sake. The forms work hard. They become pattern, texture, repetition — a system rather than simply a logo.

It feels considered in the same way I try to approach the work itself.

Thank you, Paperlux.

To learn more about Paperlux Studio, Visit paperlux.com