This is a project I did to sharpen my branding skills. This is the case study in which I strayed the absolute furthest from my comfort zone, as I pursued a more masculine design for what in my case is a totally unfamiliar demographic. I wanted this experience to teach me about appealing to a new target audience, while still staying true to myself and my design style via illustration.
My mascot is meant to resemble the likeness of the company’s owner, who is named after and dedicated to a family friend. I meant for him to appear burly, but still consistent with my cartoony art style. I pursued a “no-nonsense” approach to the business cards, letterhead and other brand collateral.
I am proud of this design, and feel it represents a mature yet appealing brand strategy.
