CTZN was born from an uncommon fusion: the bold, handcrafted spirit of the Basque Country and the bright, effortless energy of the California coast. Our challenge was to create an identity that honored both worlds without diluting either one a visual language where tradition and modernity, seriousness and playfulness, could coexist with intention.

To achieve this, we built a flexible, character-driven universe rooted in expressive hand-drawn illustrations, elongated proportions, and a quirky, adult sense of humor. Each illustration draws from Basque craft, symbolism, maritime heritage, and folklore, then reframes those elements through a California lens — laid-back, sun-drenched, and contemporary.

The system extends far beyond iconography. It becomes a modular world that can adapt seamlessly across menus, signage, packaging, digital communication, and environmental touchpoints. The result is an identity that feels warm, confident, and unmistakably narrative — visually rich yet grounded in simplicity and clarity.

This project was developed in close collaboration with Studio Numen.