Shoemaker Identity

My grandfather Amado Guzman was a shoemaker based in Morelia, Michoacan. He did not have a workshop in which to conduct business; he would just set up shop in any open space in the main town plaza. He carried his tools and a variety of leathers in a wheeled wooden cart that his father built for him. Amado’s handmade shoes ranged from work to dress styles. An average work day consisted of taking custom orders and repairing shoes on the spot. This design honors his craftsmanship. The sketched rooster was the starting point in creating an identity for Amado’s shoes.  It was the only image on his cart and was stamped on the bottom of the custom shoes he made.