The company was in search of a brand identity that effectively communicated its business purpose and appealed to a new customer base. Specifically, the target demographic comprised Vancouver-based women aged between 25-40 years, with an annual income ranging from $50,000 to $100,000.
The desired brand identity had to strike a chord with the existing customer base, while simultaneously drawing in local clients. The design had to include feminine elements, as well as stand out on company vehicles.
The ultimate goal was to create a distinctive, appropriate, visible, positive, fun, and memorable brand identity that was easy to recall.
The logo must be visible on black cars
The main symbol is a corkscrew drawn in an elegant style, which suggests dancing and fun
Initial concepts of the logo
The logo is displayed on various media
The main icon on a T-shirt