The Prawn Shop Logo

One of the key aspects of The Prawn Shop as a brand is the fact that each piece of clothing is different, the t-shirts and jumpers the designs are printed/embroidered upon act as a canvas for the designs, with each design being completely unique to its self, this is something that i believe is important to consider when designing the brands logo; how can i create something that is cohesive for a brand, that can be placed on to 30+ pieces of clothing that differ in design and colours.

As i started to think about the above questions in regards to the logo, i began to think of the similarities throughout each piece of clothing; the line quality is one, each design is consistent with a thin black line. The colours, although different, are all vibrant, with tones of pink and primary colours being used frequently. If typography is featured within the design, it's always hand drawn with qualities reminiscent of a cartoon show from the 90s.

I began to experiment with the prawn icon which is used throughout some of the prawn shop pieces; with the latest collection featuring the prawn frequently.

Here i have began to experiment with the prawn icon, using pink and red tones often used within the brand.
The prawn felt too big and too distant from what the brand is about.











I experimented with cropping the design as seen below however the overall shape of the logo felt too awkward, in the way that it couldn't be easily incorporated throughout all of the designs the brand offers.

Using the prawn icon didn't feel right for the brand, i began to look through past designs i came across an item from the collaboration i did earlier in the year with Tom.

We created a small circular icon incorporating elements from both of our designs, the colour of the logo and positioning changed throughout the pieces within the limited edition collection, with the circular shape making it easy to position is a visually pleasing way.

This prompted me to begin looking at other circular icons/logos and i came across an archive of fruit stickers from a fruit sticker instagram page (@fruit_stickers).

From looking at various fruit stickers i was inspired by the layered composition of the design, i thought that the way that the designs are so separate to the fruit they're placed upon was quite a fitting concept for the prawn shop as although the brand in a clothing brand, the name suggests it would be something completely different.
The logo, like the fruit stickers are placed, can be printed/embroidered on to each piece of clothing as if it was an actual fruit sticker.





The circular shape was taken forward from both the fruit stickers and from past experience with Tom, embroiding a circular icon on to the clothing.
I really liked the composition fo the ALINDOJAYA sticker and i took the composition forward and experimented with the imagery and type.

Above i experimented with using familiar prawn shop imagery and typography to create a fruit sticker style logo,
I experimented with the language on the sticker with slightly provocative/cheeky type reading ;looks good on you' and 'best served soft' on the lower half of the sticker, however i then thought about the direction i want to take the brand in the future, and i do want to expand the product range to furniture and home ware and so having type specific to clothing felt too restrictive.
 

I decided to experiment with the design which featured 'The Prawn Shop' wrapping round the outer circle of the logo. The colour pallet on the top right hand corner felt like a really nice colour combination however it wasn't representative of the brand and the colours most frequently used.





























The colour pallet of the logo on the left communicates The Prawn Shop more so than any of the other experiments, this logo can be used throughout the website/on any other brand material it feels applicable for, however when it comes to placing the logo on each piece of clothing i believe it would be visually cohesive for the overall garment if the logo design stayed the same however the colours changed depending on the piece, below are some examples of the colour pallet the logo would take for specific designs on the website.