Brief:
Dresh Life designs, produces, & sells high quality, fitted, upscale casual clothing and accessories aimed at young males living in East Asia. The brand aims to be an equivalent of Abercrombie & Fitch where we are selling the ideal images of young males living in Asia. The logo should be versatile, scalable (in terms of size) and can be embroidered onto clothing easily.
Design Rationale:
Using A&F, American Eagle, and other similar brands as a starting point, I tried to consider a similar aesthetic with a strong icon animal shape that would be suitable for embroidering on shirts. Bears are strong and full of vitality with have a distinct silhouette. I created an illustration of an agile bear in motion, with a straight back and chose a classic serif typeface in a caption weight. The variations of the logo demonstrated how it could be used in advertising and on apparel.