Objective

The objective is to identify existing companies that require a single improvement with their brand, such as a website, logo, wordmark, or anything else.

Problem

As an example, the Proper No Twelve Irish whiskey brand has a messy logo that lacks color and alignment, and the wordmark is long and divided into sections. Additionally, it does not match the brand's keywords or tone of voice.

Solution

To improve the logo, we designed a tiger illustration with colors that matches the tattoo on Conor McGregor's belly, who is the owner of the brand. The tiger is now facing straight and has a crown on its head, consistent with McGregor's self-proclaimed title of "king." The wordmark uses the same font and colors as the previous logo but is now in a single straight line in two golden sections. Furthermore, we added "Irish whiskey" at the bottom to make it a balanced and versatile logo that represents the brand's passion, uniqueness, and richness.