Beardicure approached us for a logo design for their brand. We asked the client to complete a short questionnaire dedicated to logo design. Following their feedback, we initially created 3 very different concepts. The client chose the one they felt had the most connection to the brand. We then developed this further, to create a more striking design and comply with the 3 key values of the brand. The values provided were ‘bold, elegant and casual’. The initial concept used straight line angles to create a beard, with the text written underneath. We wanted to develop this further by adding elegance, a relaxed style and move away from the similarities it had with the Transformers brand. To do this, we created a curvaceous design and incorporated the company name with the logo.