Croc
Cartel


THE BRIEF

The folks at Yorkshire Chair barbers were looking to expand and open a small independent coffeeshop/cake shop that caters for all ages. The name “Croc Cartel” puts them in prime place as an eye catching coffeeshop with bite!

This included an illustrated mascot that encapsulated the bad boy themes of organised crime such as Pablo Escobar/Goodfellas/Scarface, but as a crocodile! They would also need brand direction including a logo. 

The overall tone of voice and appearance of their brand would be something fun and hip. 


THE SOLUTION

This fun project was a dream to approach and create. Character mascots are one of my passions and strengths and once the creative juices started flowing I produced a series of snappy options. (see bottom of page for the unused sketches)

With a bold chunky typeface for the “Croc” element, I combined it with a Miami vice inspired font for “Cartel”. With inspiration from the Columbian Cartel and 80s fashion styles, I wanted to give our mascot a clear silhouette, an confident yet laid back pose and clear signifying characteristics such as a fedora, gold chain and Hawaiian shirt.

Adding some smooth shades and an obligatory coffee cup, we had our croc character. With a bold pink, white and black colour scheme, Croc Cartel would have plenty of options going forward in regards to styling their shop and maintaining brand identity throughout further promotions.


SERVICES

Brand Identity

Logo Design

Custom Type

Drafts
and
Early
Revisions

A series of quick sketches to find the mood of our Reptilian Representative.

Ranging from cute, hand-drawn styles to big, mean fine-line we ultimately landed on an illustration style that served the brand and their target audience.

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