The Goal:

Paint client Qwick’s new logo unveiled for the first time to their employees as a mural.

The Solution:

The Gummy Bear is very simplistic shape with very little detail that falls into the trap of looking like everything else. I wanted to create something that could be instantly recognizable and unique while still keeping that candied form.

Gummy Bears in appearance lean more feminine and childlike in their aesthetic. I leaned more into a defined bear form to help solidify brand aesthetic and create a mark that doesn’t lean too far in either direction of a specified sexual orientation. Mark, the owner of ST33LE wanted to reach mass appeal with this new logo. The current gummy bear print is very popular among gay men and Mark wanted something that didn’t exclude straight men as well.

Timeline of this project was 2 weeks for deliverables as production is to start in early spring of 2021 and launch in summer of 2021.