Brief
Help to launch a new leather care company by providing visual branding. Inform the customer with knowledge and direction so they can make their own DIY repair using the company products.
Scope
Logo Design / Identity Design / Art Direction / Illustration
Being a brand new company within a small niche of business, the logo design was essential to creating a distinctive, yet memorable brand.
An umbrella company selling multiple brands of leather repair products, it was important to distinguish the e-commerce identity from the products it was selling. The focus was on information and knowledge just as much as the product, to instill a can-do confidence into the customer.
The logo needed to be strong in form, yet friendly and familiar, supporting the Car Care Confidence tagline. The Fjalla One typeface provided a block-y structure for sturdy characters but is curved enough to provide an approachable feel. The cut leather piece gave a nod to the business niche and the car wings with “ink” drop provide the full symbolism of automotive leather dye. Metallic grey contrasting with a mid-tone orange complete the logo, conveying practicality, positive energy and success.
Erin Hampton 
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