Being a distributor of beverages and beer in Shanghai, Smith wanted a logo that was heavy on machismo, yet not too aggressive. With a design that was aptly reflective of the import business that Smith is in, an old-school, western-style stencil-on-a-crate logo was thus developed.

The colour brown was used for masculinity and several typefaces were used as a throwback to logos of that era. And in typical male fashion, extra details and embellishments were also thrown in for good measure

Deliverables

1. Logo

Logo