• £400

• 62 designs

• 23 designers

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Logo Design Brief

Creel are developing a range of products in salmon and other fish leathers; (including wallets, purses, bags, belts, iPhone and iPad covers)

fish leather has a textured surface similar to snake or lizard skin

silk is used in most of our products; linings and interiors - mostly shot silk as the two-tone quality has an iridescence redolent of fish skin

creel will wholesale to shops in the UK and retail online via our own website and other sites

creel uses classic designs with english/british feel

our first product is the bi-fold wallet - target shops; high end country clothing often with a range of angling and/or shooting equipment

the wallet will retail for around £59 - other products priced accordingly - ie upper medium to high end but not huge (mulberry's exotic leather bi-fold wallets retail for around £400-500 - a very basic wafer thin leather wallet stocked in eg debenhams costs around £12

most men's products likely to be stocked in "country clothing & pursuits/fly-fishing/shooting" type shops - items not suited to this sort of shop: iPhone, iPad covers probably sold online only

first female products: purse and clutchbag - target shops; small independent high-end leather shops with range of medium-high end products from a number of manufacturers - large firms such as Coach, Mulberry and Radley but also smaller independent designers/makers

logo and brand need to appeal to (or at least not put off) a broad range: male and female, young and old, city slickers and country squires/ladies

creel is an old word for an anglers basket designed to store his catch and keep it cool - other than this we are hesitant about any other direct reference to fish as part of the logo

the logo needs to be scalable - website, printed material, leather stamp, favicon

most high end leather accessories sites have a classic, neutral, traditional feel - creel wants that look but also to reflect the exotic and often colourful combinations of leather and silk so just a hint of bling - ie jewellry/gemstone site type look

the logo may be text only but preferably text (ie CREEL) with an accompanying icon/symbol/picture - if a symbol is used it should be capable of:
- being used in conjunction with the text "creel"
- being used on its own
- being used as a leather stamp (so not overly intricate, although a simplified version could be used for the leather stamp)

the phrases/keywords which best describe our brand are:
- classic designs
- english/british
- craftmanship
- traditional, with a twist [a paul smith slogan is "classic english tailoring with a twist" - creel is aiming for something similar but for leather accessories rather than garments]
- exoticism [fish leather & silk] [we appreciate this is difficult to reconcile with "classic" and "traditional" but that's part of the challenge!]

Industry/Entity Type

Clothing

Logo Text

CREEL

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Requirements

Must have

• the word "CREEL" and preferably a separate symbol/icon which could be used in conjunction with the word Creel or on its own