Torrié wanted to create a logo that didn't look like a vulgar recycle icon.
te-te-texas
When I was little, I liked to dress up like a cowboy, and my family would could me te-te-texas.
Later on, when I started doing freelance projects, I appropriated the name and black hat I always wore to build my logomark. The aim was to create a brand that would sustain without adding my name while maintaining a cowboyish aesthetic.