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Most designers open Illustrator first. I open it third.
My logo design process has 4 stages, Research, Ideation (pen and paper), Design, Presentation. Illustrator doesn't open until stage 3. The thinking always comes before the execution.
For Cocoa d'Or, a luxury bakery brand inspired by Parisian café culture, I spent the first two stages deep in research and sketching before touching a single vector. The name itself guided the symbol "d'Or" means gold in French, so the mark merges a cocoa pod cross-section with a gold coin, forming a floral symbol that works as a wordmark, standalone icon, pattern, and favicon.
Usability over aesthetics. Always.
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How good is Claude Design as a brand designer?
I love Claude but this experiment is the perfect example that AI is way better at refining, implementing, and building on ideas than it is at actually coming up with strong visual direction on its own, even with a strong strategy deck. Especially in branding.
AI doesn’t have great taste (sorry, someone had to say it 😅 ) so without clear references or visual guidelines, the outputs feel very generic and a lot of the time...well, cheap or outdated.
It can understand words like “hydration” and “performance.”
But it doesn’t understand the feeling the brand is supposed to create.
And branding is literally about building a world people want to belong to.
Would you let Claude Design do your branding?
In 2024, we built a version of Eviation that once felt right.
But somewhere along the way, we outgrew it.
Two years on, this identity is shaped by everything we’ve learned,
every doubt we faced,
every decision to evolve instead of settle.
And now, we’re ready to share it with you — with more clarity, more intention, more honesty.
Eviation, realigned.
𝙄𝙛 𝙮𝙤𝙪’𝙧𝙚 𝙚𝙫𝙤𝙡𝙫𝙞𝙣𝙜 𝙩𝙤𝙤, 𝙩𝙝𝙞𝙨 𝙤𝙣𝙚’𝙨 𝙛𝙤𝙧 𝙮𝙤𝙪.
#Rebranding #LogoDesigning #BrandingAgency #SocialMediaMarketing
Really amazing work👏🔥🔥
A logo… or the beginning of a bigger story? This project for Hippo & Muskrat Press became much more than just a logo design. Here’s a look into the process behind the visual identity
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