“Kind of a big dill”

Anthony Gulizia is a freelance reporter by day and a canning savant by night. After perfecting his pickle recipe, he began sharing his goods with family and friends—even coworkers. Taster after lucky taster said the same thing, “Make more and take my money, you handsome fool!” Well, the peer pressure finally got to him. Enter “Gulley’s,” New England’s new premium pickle provider.

We fielded Gulley’s casual request for a logo with the natural prowess of any seasoned pickle enthusiast. After hours of field research, the data was clear: there is no competition in today’s homegrown pickling space. Gulley’s needed a sensible look to attract consumers and a unique mascot that appealed to both grown ups with sophisticated palettes and children who enjoy goofy cartoon animals. The Pickle Rodent™ is an ambiguous forest-dweller who draws in cucumber enthusiasts of every level and becomes an instant friend as soon as customers bite into a refreshing Gulley’s pickle.

Gulley’s available as Washers™ (dill slices), Hot Sticks™ (spicy spears) and Dill Wholes™ (full gherkin). Coming soon: Okra and Green Beans!

Typefaces used: Funkford, Forester
naming, packaging, branding, illustration, print, photography

“We’re not comfortable until you are”

After a decade of senseless Arial Bold, it was time for the Smith Service Company, Inc. to establish its brand. Shawn Smith’s career as an HVAC-technician-turned-small-business-owner has spanned over 30 years, so the company required a bold, industrial mark. Now, officially registered with the U.S.P.T.O., the S.S.C. has a new, yet familiar, L.O.G.O.

“You know,” Shawn said initially, “I’ve always thought an air conditioner fan blade kinda looks like an S.” With that, the tone was set. Our team spent weeks searching for the perfect mark, sketching out S’s like it was 1995 again. An instant classic, the new logo helps attract new customers with its timeless feel while updated van wraps and uniforms cohesively unite the existing elements that the company has maintained throughout its distinguished lifespan.

The Smith Service Company: proudly providing HVAC service to Kansas City and the surrounding Kansas communities since 2001.

Typefaces used: Druk,  Brush Script
branding, print, photography