La Cruz
Designer | Harry Leath, Elena Martin Arizmendi, Mariela Juárez, Marina Longo
Location | Berlin, Germany | El Salvador
Launch Date | May 8, 2026
It all started with no real plan. Harry arrived alone at the abandoned coffee farm in El Salvador, and lived in a tent for the first seven months. There was no studio, no proper darkroom, no timeline — just the land and whatever we could make work with very limited resources. The branding grew directly out of those same practical conditions. The farm wasn’t even called La Cruz, the name came from a monument at the far corner of the property.
The restrictions sharpened focus. I had a hard time making work, especially developing and scanning photos, which is why I started using coffee as developer. The signature deep cyanotype blue came from classic blueprint processes. Textures were built from 35mm handprints and Super 8 frames.
Being alone in the jungle I was eager to involve a lot of people in building the brand. I believe the best work happens through collaboration, and imagining a long future ahead for La Cruz, I wanted to build relationships with the designers and artists who truly understand the project who could grow with us, everyone learning from each other.
Because proper facilities were limited, we ended up working across continents, which only strengthened the collaborative spirit. Everything emerged slowly and naturally through daily life on the farm. What came together feels honest, tactile, and alive — shaped by the same patient, practical rhythm as the farm’s revival.
