Awesome Merchandise identity design

Awesome Merchandise produce superior quality merchandise for people who want to get noticed. From T-shirts for bands, stickers for artists, and banners for events, they make pretty much everything. Their key differentiator? They do it all their way, in-house. A company at the top of their game, Awesome are challenging the very industry they operate in. But their brand identity was lacking.

We were tasked with reinventing the brand. It had to have exceptional standout, position them as masters of merch, and encapsulate the people and ethos that make Awesome, awesome. Our approach combined new school graphics with handmade typography.

Awesome Merchandise identity design

Our junior designer, Chris Shuttleworth, painted the typeface in ink, and the creative team designed a suite of logos in CMYK in a nod to the print trade colour model. The aesthetic is rooted in alternative music culture, like Awesome themselves, and articulates the company’s strong craft credentials.

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Edgy yet professional, the identity translates seamlessly across all brand touch-points, including their fully responsive website, branded clothing range, and custom mailer boxes.

Here’s the old website (below).

Awesome Merchandise identity design

And the new.

Awesome Merchandise identity design

We also consulted on the design of the factory showroom. This comprehensive brand identity expresses the sheer passion, ambition and craft that makes Awesome Merchandise so exciting and progressive.

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Luke Hodson, director of Awesome Merchandise, said, “We’re super happy to see our new brand finally out there. People are absolutely loving it and are finding the website much easier to use, too.”

Working with Awesome was a no-brainer for both parties. We’re geographically close and also culturally alike — two passionate challengers who’ve made our names doing what we love. We’re also their target market, having used their services ourselves. When I explained to Luke and Charlotte that our process is RAD™, they replied that their business is awesome. We had great chemistry, and the results reflect that.

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

Awesome Merchandise identity design

View more identity work on the Robot Food website. Follow Robot Food on Twitter.

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May 14, 2015

Comments

What’s not to like? I love it.

The difference between the websites is night and day, and the interior and deliverables look great.

And that tote bag is awesome (pardon the pun)! It made me chuckle. It’s probably the only time I’ve seen a tote bag used perfectly when showing off a design, and absolutely the only time I’ve wanted one.

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