As part of my studies, I developed the branding and collateral for a fictional boutique store. I created and researched the concept of Armoury, a motorcycle shop with an integrated cafe. Armoury offers a defensive array of high-quality gear for today's motorcyclists.
My primary demographic was men aged 35 to 60, and I selected a strong, masculine font to target this group and ensure visual engagement. The logo, characterised by its solid, bold design, conveys strength and authority. At its core lies the helmet icon, serving not only as a representation of the brand but also symbolising Armoury's core mission of safety. Positioned prominently within the brand name, the helmet signifies Armoury's commitment to providing top-tier motorcycle gear designed to protect riders in any circumstance.
My colour choice drew on 2017's trends; a palette of earthy tones dominates, to give a sense of ruggedness. Complementing these hues are charcoal tones reminiscent of a workshop atmosphere, evoking associations with oil, metal, and stone. Additionally, the muted red accents in the coffee logo nod to the psychological impact of red, stimulating appetite and inviting patrons to indulge.
Overall, Armoury's logo and branding embody a fusion of tradition and innovation, delivering a message of safety, quality, and style.
