The client, Ernesto Lopez, is founding a new menswear line that is bold and unapologetic. His last name means "Son of the wolf", which inspired the name 'lycanthropy'. His brand is tribal and needed a strong icon to embroider on various pieces and run in long horizontals (the elastic band of men's underwear will be a primary placement).

The client expressed a strong desire for a blackletter font and heraldic elements. A brand exploration revealed that he saw his core traits as embodying "modern/edgy" and "brave".  This lead to updating a classic heraldic element with strong geometric forms and hard angles that complement those found in the font.

Lycanthropy full 320dpi.jpg

As an element of fashion, the logo will primarily be viewed on the reverse, most likely embroidered.

Lycanthropy full reverse 320dpi.jpg