Alpha Premium
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Alpha Premium Limited is based in New Jersey making high quality t-shirts for those who love the feel of good casual clothing. The deliverables included a logo redesign and brand identity system along with package design.
Brand Persona and Image references
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The brand persona of Alpha Premium was clearly defined from the start of the project. It was masculine, bold and hard-edged. We created the entire identity with these references in mind
Brand Keywords_
Logo Redesign
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The logo redesign process had to make an assessment of the previous logo. We realized that the logo had a generic feel to it (the wings were from a stock photo which takes away its uniqueness). Secondly, as a dominant, hard-edged brand the font did not seem to communicate this in its form and structure.
Sketches_
The first sketches explored military icons (military rank insignias) and the second explored a typographic logo.
Logo Redesign
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After a few explorations, we settled on a wordmark that was simple and versatile. This was the approved version and the entire brand identity system was created out of it.
Package Design
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The package design was a crucial part of the design process. The t-shirts were packaged in canisters with different colors corresponding to the color of the t-shirts encased within. This was a unique aspect of the brand since this wasn't common of t-shirt packaging.
