Carry Water Designs | Brand Identity

Carry Water Designs is the creative practice of sculptor Matt Baral, whose work explores wood, fractal design, and recurring patterns found throughout the natural world—from forests and flora to water, sky, and organic forms.

The name comes from the Zen saying “Before enlightenment, chop wood, carry water. After enlightenment, chop wood, carry water,” an idea that speaks to the importance of the work itself and the way experience can change even when the task remains the same.

I developed the logo and brand identity around that idea. The symbol is a hand-drawn cross section of a tree trunk split vertically in two, referencing both the “chop wood” portion of the saying and Matt’s primary sculptural medium. Its irregular growth rings also connect naturally to the organic structures, repetition, and fractal patterns that inform his work.

Paired with restrained, contemporary typography, the resulting identity feels natural, thoughtful, and understated, allowing the artwork itself to remain the focus while giving Carry Water Designs a distinctive and memorable visual presence.