Role: Design Lead & Co-founder

Responsibilities: Branding, Product Design (UXD, IxD, UID), Visual Design

Year: 2015–2017

From start we were not sure how recognisable our brand needed to be. The first version of Jack was built on the premise that the main brand will be in the background and will work as a partner for B2B brands. That did not discourage me from designing something new and fresh, though.

We wanted a crown to present Jack as a prince, but we have soon realized that there is a local brand that sells T-shirts and has a crown and a T-shirt in their logo, too! So, we came late, scrapped the idea and went back to the drawing board.

Final version presents Jack as a knight. Primary color is brown. Yes, nobody uses this hue*, the but because we wanted our colorful products shine, this dampened color has accomplished its purpose.

Pantone 872 C (metalic gold for packaging)
Pantone 147 C
CMYK: 41, 41, 67, 28

RGB: 134, 117, 79, HEX #86754F

For mobile we created a smaller version with the same 2px pixel-perfect grid.

We also created a design for thermal transfer printing and a custom packaging. The inner transparent package works as a gift package, the outer package with different variations of knights and the gold spot color printing increases value of the brand.