Bastard is an italian brand that create and sell snowboard and skateboard clothes and products. The philosophy of the brand can be seen not only in the clothing but also in the activities and event that they do and sponsored, as well in the store, which has a outstanding architectonical design.

Bastard wants to create a new collection of products based in different cultural traditions, among which is the Colombian one. To communicate this new collection is required a new visual language.

Based on the pre-columbian cultures that used to be in Colombian territory between the 200 B.C and the spanish conquest. It was used different elements to represent the cultural diversity of that time.

Taking in consideration that the symbology was the principal element to communicate between the cosmos and life for the indigenous, the design goes around the seeking of relevant and visually pleasant meanings.

For the different graphic elements, some of the symbol that were used were the Tayrona’s and Tierradentro’s zig zag and lines, Wayúu’s rabbit teeth, Quimbaya’s spiral, Muisca’s mountain symbols engraved in the ceramics. As well the Cacique’s crown, and the Tolima’s antro-zoomorphic figure as a symbol of power.