The Name
Nataša, split in two
The owner is called Nataša. In Serbian, tašna means purse, and taša is how people actually say it. Her name already contained the product: Na-taša becomes Taša.Na. The company is named after the woman who makes the bags and after the bags themselves, in the same four syllables.
The Letter
Ш as a handbag
The Cyrillic ш is three vertical strokes inside a bowl. Rounded off and given a handle, it stops being a letter and becomes a bag with a clasp — without leaving the word. Nothing is added to the wordmark and nothing is illustrated next to it. The product is hiding in the third letter of the name, and a reader who knows the alphabet still reads Taša.Na first.
One Mark, Three Grounds
Camel carries the leather the bags are made from. Black and its reverse handle everything camel cannot — signage, stamps, anything printed in one colour. The handle arc is the first thing to close up at small sizes, so it is the thing the versions are drawn around.
Branding
Out of the studio the mark has two jobs: it sits on the bag in the street, and it hangs over the door. One is camel on leather at arm's length, the other is white on black read from across the road.
