Fresh logo for Beast Unltd. a trendy online clothing company in South Africa.
This clothing company are on a mission. More than trendy fashionable wear, their heart is to bring out a guys “inner beast” – creating clothing that they feel confident in, with the motto:
BE FEARLESS, BE YOU!
What we did:
// Logo Clean up
// Alternate marks
// Collateral Design
// Website Layout Design
Step 1: The Logo
The current logo has taken on a variety of forms. But there are two main components that needed to be considered… The Word “BEAST” + the icon of the beast.
Depending on the “look” that is trending – these two concepts are interpreted differently [see two examples of how the logo on the shirts above is “same same, but different”.
The client needed the logo to deliver on two things:
1. To keep the Beast icon – but clean it up [see graphic below] – because the current version is not translating well in print [see the blurry close up lines below].
2. Ensure that the mark is flexible enough to work across various applications [website, corporate identity, and product].
THE BEAST ICON:
So we started off tackling the first problem… Cleaning up our “Beast”.
Unfortunately the rough brush stroke was creating problems in print. Our Beast was also a little skinny + felt too angry… so we did a bit of cleaning him up [can you spot all the subtle differences???]
Next step was to explore all the type options for the logo… and pull a few different lockups together:
Which was the final logo option the client chose?
It was a tough choice… and I honestly loved quite a few of the options!
But this is the option that made the grade as the main icon:
Remember we spoke about how the logo needed to be flexible?
Here are all the variations + options we used – to provide flexibility, but keep the consistent brand feel:
How does the logo translate across different applications?
Here is a snapshot of what the brand could look like in action:
Step 2: Brand Collateral
You spotted some brand collateral above – but one special piece of collateral we created – was the brand manifesto.
BEAST UNLTD. MANIFESTO:
What’s a really clever way to communicate what a company stands for + believes in? A brand manifesto.
We took all the aspects that were key to Beast – and captured into a visual Print.
A manifesto like this can be turned into a bunch of branded swag…
// from posters,
// to thank-you or note cards,
// or maybe even a notebook / journal.
// Brand gift
// Wall Decal in the corporate office
How would you use it?
Step 3: Website
Now that the new brand was refreshed, it was time to ensure that the shop reflected a similar “look”.
Homepage Before + After
Focus on the homepage was more about shifting things to focus on the user experience, and create a modern aesthetic.
The About Page
The about page also needed personality. So we reworked it, included more of the story, and built in a whole bunch of the brand’s mission:
