Canoe Club knew they needed a logo that was elegant and refined. Their shop was focused on craftsmanship and heritage. Flannels and denim were definitely part of their style, but they wanted to rise above the typical mountain-man, outdoorsy shops in the area. The branding had to appeal to the thoughtful and affluent target audience, yet fit in place with the simple and authentic lifestyle feel of the shop. Though we were tempted to consider working in an image of a canoe or paddle as part of the logo, we ended up focusing on developing a well-balanced wordmark as the primary branding.  The simple line element between the words added just the right amount of class and a layer of design that can be usd to expand and support the brand.

In the printed products we chose to use a bronze metallic foil which maintained a high-end feel while giving a nod to the appreciated details of bronze rivets on your favorite denim.