Where do we begin?

There are many things to consider when designing a brand:

  • How do you identify as a business?
  • What kind of service or product do you provide?
  • Are you business to business or business to consumer?
  • What is your business' core values?
  • Who is your target audience?

Who am I?

Who are you? What do you do? What do you stand for? Why are you doing this? These are the questions you need to ask yourself when creating a brand.

In this example, our Client is a beer subscription service. They collect all the best beers and send them off to customers once every 1-6 months. They are passionate about beer and making it more exciting to receive. They exist because of the problem of not having any local beer subscription services and aimed to give a cheaper alternative for the people of their city. They have a clear purpose and values, they know who they are and who they are providing for - anyone who likes beer!

First things first, do your research!

Research is an important part of designing anything. Research who your competitors are and what they've done with their branding - and brand better. Find some names to play around with, it doesn't have to say exactly what you do or be relevant but it does help. Identify your target audience and find out what they do and don't like. Search for themes that you like and that would work for your brand as well as colours and graphics.

After you've done the research it's time start building the brand!

What's your name again?

Your brand name is very important, it's how you are verbally recognized. It's what people will call you. It needs to be something that's easy to remember. For this they chose Beer Bandits!

Beer Bandits has a nice ring to it, easy to remember and is relates to who they are and what they do.

Now we have a foundation to build upon, next up is choosing a theme!

Hey, look at me!

What do you want to portray to your target audience? For Beer Bandits we've chosen an Old Western theme to run with. It's a strong theme to work with and tonnes of resources are available. Cowboys, saloons, bandits, horses and sheriffs!

Now let's start designing!


Designing logos is lots of fun, especially when the whole team is involved. How you design the logo is up to you, I preferably like to remain digital, and design my mockups as vectors right away. For this I use Adobe XD, now I know that Adobe Illustrator and Photoshop are "much better for designing logos with" but what Adobe XD has to offer is enough to design a logo.

We were sent a few examples of logos and illustrations of what our client was wanting for their own logo. They were all examples of other bandits and black hat cowboys. This was simple to design for as our client knew exactly what they wanted and provided a great brief to follow.

We start drawing a basic bandit with the pen tool just to get a rough design. From there we keep adjusting, going back and forth with the client until we are both happy with the outcome. We play with a whole range of colours but mainly stick with blacks, browns and reds.

With the logo mark fleshed out, its time to work on the logotype. For this we wanted to go with a 'wanted poster' font. We found a lot of fonts that looked very similar but ViaGrande stood out from the rest, it looked great without having to edit the font at all.

Rather than explain it all, here is a video of the logo entire design process.

I hope this has served as a nice little insight as how we do things at Fat Fox Creative Agency. The Beer Bandits logo design was a great project to work on and we haven't even finished the entire branding project! There's lots to look forward to in the near future.

Stay posted for part 2 - designing the website!

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