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Business Info

Business Name

Monarch Distribution

What do you do?

We are a beer wholesaler that sells craft beer to retailers. Currently, our main client is Adroit Theory Brewing. We want to have a "look" that compliments their aesthetic.

What is the exact name you would like in your logo?

Monarch Distribution

What specific designs do you need?

[u'Business cards', u'Letterhead', u'Envelopes']

Target Audience

What is your industry?

Food and Beverage

Describe the target audience for your logo and stationery

Our target market is a 38 year old male. They tend to have disposable income, but not rich. They tend to enjoy fine gourmet things (like craft beer). They tend to be Gen-X, and while many are married and living in the suburbs, they enjoy reminiscing about things from their youth: Nine Inch Nails, Fight Club, Rage Against the Machine.
That said, we are a women owned business, and we want to have an edgy, yet feminine design.

What 3 things would you like to communicate to your audience through your logo and stationery?

Our vision is to build a SKULL out of MONARCH BUTTERFLY'S, and as it gets to the top of the skull, the butterfly's begin to fly away. With that vision in mind, we want to highlight the following:

1. Edgy - We do not want a corporate or safe design. We are looking to push the envelope in terms of something that is dark and intellectual. An exploration of the meaning of a butterfly and its rebirth.
2. Cool - Part of what we are trying to do is attract the owners of breweries. They tend to be visual people, and we the type of design that they would pin on their Pinterest board.
3. Enigmatic - We do not want people to know what we do when they see the logo. We want a gut reaction of "that looks interesting/cool"
The overall aesthetic should cause people to question what they've just seen driving down the road and search online. We absolute DO NOT want any elements related to selling or drinking beer including hop vines, kegs, beer bottles, etc.

Style and Concept

What logo and stationery styles do you like (text only, image only, text and image, etc.)?

Image on left and name written on the right side, image interacts with the name, but they are stand alone pieces that could be printed separately.

What colors do you want to see in your logo and stationery?

What we envision is a skull made out of "live" butterflies, but in a graphite/black color. The shapes and interactions of the butterflies would make the skull shape. Given the skull is dark, the use of iridescent or varnishes could be interesting, particularly in the wing pattern.

As the skull transitions from the bottom (mouth/nose/eyes) to the skull we envision the butterflies beginning to separate and fly away. They would fly around and over the name that would be printed (horizontally) to the right of the skull. In addition to separating from the skull, they would slowly transition into the vibrant colors of a Monarch butterfly.

What colors do you NOT want to see in your logo and stationery?

Obviously butterflies are colorful, but we don't want "cutesy". We want edgy and artistic. The skull colors can be dark and ominous, but then transition into bright and vibrant butterfly. The theme being a transition from death to rebirth.
As such, we are open to the color palette, but generally would want to stay away from pink, neon, and want to use the classic Monarch colors of Amber, Black and White.

What adjectives should best describe your logo and stationery?

Trend Setter - We do not want classic. We are looking for a modern take on the death/rebirth concept
Alexander McQueen "esque" - Both pretty and edgy. NOT the Motorcycle Club sense of skulls. So if we made a tshirt, women would want to wear it, and men would buy it for their girlfriends.
Fluid - We do not want something static. There should be a sense of motion.

Where will your logo be used (print, website, etc.)?

We need a website, and other printed collateral. But our main focus is on a logo, and corresponding colors, to be used on delivery vans/vehicles.

Do you have additional info or links you want to share?

http://www.adroit-theory.com
http://www.pinterest.com/nweagle/brewery...

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