Unleash The Bull

For this college design project, we were to create a fictitious business and create a brand around it. The business was to have a few specific niches that would be like no other. I chose to do a men’s accessory store that was Spanish influenced.

The Store’s Description: EL is a Spanish influenced men’s accessory store targeting single males in the dating scene. “EL” means “He” in Spanish. Our store is located in NYC and offers straight razor shaves, shoe shining services, and top-shelf tequilas. Our idea is to make you a bull— fierce and powerful.

EL

Logo

Since the store is geared towards making a person look and feel sharp—I wanted the logotype to reflect that idea. I focused the logotype on being sharp—with pointy edges. One of the store’s signature niches is straight razor shaves, so I disconnected the middle stroke in the “E” to push this idea as well. I used a bull for the logo mark for two reasons: EL is heavily influenced by Spanish culture; Bulls are fierce animals. The big idea is that customers become fierce after shopping at EL.

EL

Stationery

The stationery will have the look and feel of the store. It will utilize EL’s matador pattern for each element. Packaging will also carry the Matador pattern. Each element will also contain EL’s logo.

EL

Store Signage

In every department throughout the store, there will be poster-like signage that will promote specific products. These posters will be different each time a new product rolls out. For instance, in the bar area of EL, there will be a large poster promoting EL’s new top-shelf tequila called de Primera.

EL

Store Signage

EL promotes services through signage in various areas throughout the store. This particular sign—promoting straight razor shaves—would be located in the entrance to get customers to check out the shaving department.