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Case Study: inventing a micro brand
PROJECT: Boneyard Beanies (created by me and my brand partner/knitter)
PRODUCTS: Logo, apparel labels, hang tags, packaging, digital media, website, handmade beanie design/fabrication in our studios
OBJECTIVE: Stand apart from mass-produced name brand beanies found in stores.
CRITERIA: Design a product line to identify with the coastal culture in the SF Bay Area and those who appreciate unique and fine handcrafted goods.
HOW IT BEGAN: In 2014 I helped a friend make 40 hats for the local surf shop. Suddenly we had a small business venture, which needed a proper name and logo.
THE BRAND IDENTITY: "Boneyard" is a surfing term for where the waves break, so "Boneyard Beanies" sounded like a choice name for our California coast micro brand. I did over 100 sketches of Polynesian-inspired symbols and masks, and finally modeled our logo after Tangaroa, Māori god of the sea, the most important of all the departmental gods. This iconic logo has been received as one of my most memorable designs to date.
NOTES: We lovingly named our warrior mascot "Dude." We continue to dye yarn and make beanies.
RESOURCES: Photographs with models by Paige Green
PRODUCTS: Logo, apparel labels, hang tags, packaging, digital media, website, handmade beanie design/fabrication in our studios
OBJECTIVE: Stand apart from mass-produced name brand beanies found in stores.
CRITERIA: Design a product line to identify with the coastal culture in the SF Bay Area and those who appreciate unique and fine handcrafted goods.
HOW IT BEGAN: In 2014 I helped a friend make 40 hats for the local surf shop. Suddenly we had a small business venture, which needed a proper name and logo.
THE BRAND IDENTITY: "Boneyard" is a surfing term for where the waves break, so "Boneyard Beanies" sounded like a choice name for our California coast micro brand. I did over 100 sketches of Polynesian-inspired symbols and masks, and finally modeled our logo after Tangaroa, Māori god of the sea, the most important of all the departmental gods. This iconic logo has been received as one of my most memorable designs to date.
NOTES: We lovingly named our warrior mascot "Dude." We continue to dye yarn and make beanies.
RESOURCES: Photographs with models by Paige Green
