HUNTER-GATHERER rebrand rd.1

Here is where we’re at with the branding - our focus so far has been on creating a robust and flexible system based on the strategy document we sent earlier. I’ll write some captions explaining the rationale behind our decisions as we go:

PRIMARY LOGOS:  These would be the primary mark - your main bread & butter logo in a few different lock ups. This main typeface reminded me of the joinery images you showed us in the initial meeting, lots of interesting angles and cuts while still being very legible and strong. We wanted it to look classic but not dated. The H-G monogram incorporates a rustic arrow as a nod to the name, and can be adjusted to fit in different spaces.

PRIMARY LOGOS: These would be the primary mark - your main bread & butter logo in a few different lock ups. This main typeface reminded me of the joinery images you showed us in the initial meeting, lots of interesting angles and cuts while still being very legible and strong. We wanted it to look classic but not dated. The H-G monogram incorporates a rustic arrow as a nod to the name, and can be adjusted to fit in different spaces.

TOP:  More variations of the HG monogram with and without the arrow. These small circular marks are super useful for a variety of applications.   MIDDLE:  Starting to incorporate some illustration into the branding. Everybody I talked to about Hunter-Gatherer mentioned the hyena at the Main st. location as something they associate with HG.. It is unique to HG and works well with the name, in my research I discovered that scientists who study hyenas liken their social structure to that of human hunter-gatherer societies. The palmetto obviously relates to SC, but we wanted to do one in a way that is much less cliche than what is usually out there.   BOTTOM:  Examples of a few different round logos applied to bottlecaps.

TOP: More variations of the HG monogram with and without the arrow. These small circular marks are super useful for a variety of applications.

MIDDLE: Starting to incorporate some illustration into the branding. Everybody I talked to about Hunter-Gatherer mentioned the hyena at the Main st. location as something they associate with HG.. It is unique to HG and works well with the name, in my research I discovered that scientists who study hyenas liken their social structure to that of human hunter-gatherer societies. The palmetto obviously relates to SC, but we wanted to do one in a way that is much less cliche than what is usually out there.

BOTTOM: Examples of a few different round logos applied to bottlecaps.

Label Explorations:  Inspired by the visual reference we sent in the strategy doc. Here we combine the previous elements into a classic badge-style label. This just gives you an idea of how everything could work together and be applied to packaging. This could be expanded out into an entire system for the whole line of HG products.

Label Explorations: Inspired by the visual reference we sent in the strategy doc. Here we combine the previous elements into a classic badge-style label. This just gives you an idea of how everything could work together and be applied to packaging. This could be expanded out into an entire system for the whole line of HG products.

TOP:  Having some fun here with more local wildlife imagery. A gator is a nod to the local rivers and swamps.   MIDDLE:  Getting into the more hangar-specific aviation imagery. The plane is a B-25, the same model that was occupying the hangar before you guys. This little badge would be perfect for merchandise - shirts, pint glasses, etc…   BOTTOM:  Coaster mock-ups. Keeping it really simple with black ink on some thick kraft paper coasters.

TOP: Having some fun here with more local wildlife imagery. A gator is a nod to the local rivers and swamps.

MIDDLE: Getting into the more hangar-specific aviation imagery. The plane is a B-25, the same model that was occupying the hangar before you guys. This little badge would be perfect for merchandise - shirts, pint glasses, etc…

BOTTOM: Coaster mock-ups. Keeping it really simple with black ink on some thick kraft paper coasters.

TOP:  A simple ‘box-logo’ variant      BOTTOM:  Shirt concepts - small logo on the front, big graphic on the back!

TOP: A simple ‘box-logo’ variant

BOTTOM: Shirt concepts - small logo on the front, big graphic on the back!

TOP:  Growler concepts   MIDDLE:  Pint glasses. I really dig these can-style glasses, something a little different than the standard.   BOTTOM:  Some more supporting illustrations and style explorations. The gatherer figures are based on medieval art. LIttle spot illustrations like this can be great tucked into menus, ads, labels, etc…

TOP: Growler concepts

MIDDLE: Pint glasses. I really dig these can-style glasses, something a little different than the standard.

BOTTOM: Some more supporting illustrations and style explorations. The gatherer figures are based on medieval art. LIttle spot illustrations like this can be great tucked into menus, ads, labels, etc…

Everything all together:  Main marks in center with supporting elements on the sides - this gives you an idea of how everything works together to create a strong and cohesive brand. The idea is to have a considered solution for any application.

Everything all together: Main marks in center with supporting elements on the sides - this gives you an idea of how everything works together to create a strong and cohesive brand. The idea is to have a considered solution for any application.

Thanks for looking - we had a blast working on this! We think this direction would be great for Hunter-Gatherer, and are excited to continue to push and develop the brand.