Logo re-design process for True Instinct

The design brief for this project was fairly open, however the client sought vibrant, bold and expressive explorations. The main design idea was to use cool, custom calligraphy and write it around contemporary, energetic photography. Together with the ‘100’ lock-up and main yellow colour, I created a fresh, distinctive set of visuals.

Opt. 1: Subtle, curved leaves within the letters 'e' and 's'

Opt. 2: A straightforward nod to nature within the letter 't'

Opt. 3: Leaf tucked in the space between letters 't' and 'i'

Opt. 4

Opt. 5: Typographic stencil treatment applied to wooden crates

Opt. 6: Typographic exploration of the meaning of 'natural', showing the extensions of the letter forms as if they are growing roots or branches

Opt. 7: Kibble

Opt. 8: Subtle leaves dotted around the logo, mirroring the ingredients in food

Dots taken from the negative space in the letter 'e'

Opt. 9: Letterforms inspired by the dot above the letter 'i' – a soil crumb, a food ingredient, a raw chunk of kibble

Opt. 10: Thinking pet first. This option explores the negative space of the letters and introduces cat and dog characters to the name

Opt. 11: Leaf detail added to the letter 't', a subtle nod to organic and natural ingredients

Opt. 12: Using typography to illustrate connection and care, option A

Opt. 13: Using typography to illustrate connection and care, option B

Opt. 14

Opt. 15: Showing nature with against the horizon