[Case Study] Savile Raw Logo & Brand Concept

The Challenge

To stand out from the vast competition of raw dog and cat food suppliers, and to overcome apprehension and misinformation in the marketplace.

Raw dog and cat food is a controversial subject for many. Is it healthy? Is it safe? Will my children get sick if they handle it? Educating consumers on the safety, quality, and benefits of raw food product for pets is an important foundation to creating long-term, loyal buyers. We needed to develop a brand that signified the quality and integrity of the product, but also be relatable to its buyers.

Brand & Logo Concept

After conducting research of dozens of other raw pet food suppliers, we quickly realized that a vast majority of the competition’s brands and logos carried almost no personality, no clever connection to the buyer. Over 90% of the logos we found were comprised of the shape of a cat and a dog, with nothing to distinguish if this was a veterinarian clinic, a pet store, or any other specific business.

We decided to break our concept down into a few elements:

  • Our logo contains a dog and cat, as this is who the product specifically feeds.
  • We created these two animals to be ‘characters’ to represent two sides to the business, as well as create opportunity down the road to implement these characters in a variety of marketing efforts.
  • The client wanted to implement a butler concept to represent the high quality of the product.
  • The dog is outfitted as the butler, and represents the product and level of customer care: quality, education, integrity.
  • The cat represents the love of animals: playful, curious, relatable.
  • The animals have a specific breed, not to isolate any other breed but rather to give both characters personality and connection to their audience. This is a deliberate contrast to the majority of indiscriminate cat and dog logos in the marketplace.
  • The client was interested in modeling the name and brand of this company after the famous Savile Row, a fashion district in London known for its exquisite shopping and high quality garments.

From concept to completion, we developed this brand concept and final logo design within 30 days.


Logo Design Process

As with most of the logos we design, this concept required special attention to ensure we created the right representation of mood and stature in each character.

  • We started with sketches of various dogs and levels of detail to determine whether our logo would be more suggestive of breed or literal.
  • Seven sketches of dogs were presented to the client, along with three cats. Out of the first batch of sketches, the bulldog—a concept with more detail—was selected.
  • We decided the cats needed more detail as well to match the concept of the bulldog, so a fresh batch of sketches was supplied, drawn onto the dog in each to show the intended composition.
  • Out of seven additional cat sketches, one was selected.
  • We digitized the drawing into a black version first.
  • Once a colour palette was selected we created the colour version and added shadow and depth to the characters and overall shape.
  • The final logo package was created and delivered to the client. Our standard logo package includes a variety of formats and colour variations to meet typical needs.


The Final Savile Raw Logo

Our final version of the logo has four variations: full colour with a high level of detail, a greyscale version, a full black version, and a full white version. This offers the client options when applying the logo to a variety of media.


As this brand is freshly developed, implementation will take place over the coming weeks and months onto a variety of media. A website and social media platforms are in progress to introduce the new product and start building new relationships with potential buyers. Product label designs are underway as well.


The second selection of sketches with cat options (click to enlarge):



7 Clever and Memorable Logo Designs

I have this thing: an uncontrollable need to scan my surroundings, assessing the logos I see on signage, menus, storefronts, POS displays. I mean truly, it’s a problem. I’d seek help, but I’m sure I’d even assess the doctor’s clinic logo.

The beauty of this problem, however, is that I see so many amazing logos that jump out at me and stick in my brain. Now THIS is the true purpose of a logo, a part of what makes a customer remember you.

What makes these logos memorable?
Parts of a memorable logo are color, unique icons, and sometimes the lettering depending on how unique. But the most important aspect is cleverness. Some of these clever logos are just really cool.

Here are a few examples of what I mean by cleverness. I’ve seen these throughout the internet and around the real world:

1. Yoga Australia

Look closely. It’s a woman doing yoga, yes, but check out the space inside her arm and bent leg. It forms the shape of Australia.
Yoga Australia - Clever Logo Design

2. Elefont

Is it an “e”? Is it an elephant’s trunk? It’s both! Negative space is prime real estate in the logo design business.
Elefont - Clever Logo Design

3. Food Writers

More negative space: a spoon forming the inkwell within a fountain pen.
Food Writers - Clever Logo Design

4. London Symphony Orchestra

This is one of my favorites. A graceful swoosh is a combination of the initials of this organization, formed seemingly by the fluid movements of a conductor.
LSO - Clever Logo Design

5. Handydog

Now this one looks like it was fun to create. A classic use of hand shadows.
Handy Dog - Clever Logo Design

6. Alberta Land Trust Alliance

An organization dedicated to environmental conservation, this bird icon was formed out of water, land and trees. Can you see it?
ALTA - Clever Logo Design

7. Australian Pork

Another from Australia. The pig snout forms the shape of the continent.
Australian Pork - Clever Logo Design

A logo doesn’t need to be simply an icon and good lettering, or even the right set of colors. Finding some clever twist that makes your logo as unique as your company can be incredibly fun, and also make people remember it well after they’ve seen it.

Do you have a clever logo, or have you seen one that you found particularly memorable? Tell us about it; make a comment below!


The Fun (But Sometimes Dirty) Birth of a Logo

There it is: the glorious signed contract for a fresh, new project. Assessing the work ahead, it’s like waiting to take a bite of your first ice cream cone of the summer: a fear of it being over too soon. I want to make the most of it and enjoy every sweet, delectable bite.

In this case, the contract is for a new logo. The company has used their previous logo for more than two decades. For a while, it worked. However, it was beginning to look dated so we decided together to freshen it up. What we wound up with was a complete metamorphosis (which, in this case, is a good thing.)

I have a process when developing a new logo (if you can call a truckload of notebooks, nubby pencils and a sketchbook a process.) I take notes. I list attributes of the company. Who are they and who do they want to be? Will the owner laugh if I toss a talking noodle into the first set of drafts? (Speaking of noodles, watch this.)

The Sketches
I sketch a lot. I sketch the name and relevant icons searching for some clever twist. Maybe it’s in the negative space between letters. Maybe it has nothing to do with the company name at all, but who they are. Sometimes I get completely off track and start drawing scrolls which have absolutely nothing to do with the drafts I will present to the client. I’m just loopy that way.

In most cases I can find what I’m looking for within one Moleskine sketch page. In this case study I am about to demonstrate, however, it took me THREE pages and several late nights to find what I was looking for. The company name left nearly nothing to imagination, so I was searching for some icon that would represent them and yet still be clever enough to make you go “ohhhhhhhh neaaaaat” when you figured it out.

Sketch page #1:

RBK Millwork Logo Sketches

These sketches were the beginning stage of this particular logo. I got nearly nothing out of them. Some of the rough lettering was refined digitally in the end, but most of this was bunk.

Sketch page #2:?

RBK Millwork Logo Sketches

These sketches got me a bit closer to where I wanted to be, but as you can see in the top right, I became over-tired and distracted by curly things.

Sketch page #3:?

RBK Millwork Logo Sketches

And there it is! You can’t see it yet, but it’s there. The clever twist I was looking for.

The final logo:

RBK Millwork Logo Design

Do you see it? Look back at the last batch of sketches. It’s that strange angled shape that ended up reversed in the final logo. What the heck is it, you ask? It’s the use of negative space. If you look closely, it represents a cabinet door that is slightly ajar. This millwork company produces custom cabinetry for commercial businesses.

Of course, there are a zillion steps between sketch and final digital copy, but the birth of the logo really begins with how much graphite I can smear on my hands, face, dog…

Your brand is important. Even if your logo is established and memorable, it should go through a refresh at least once every five to ten years. Don’t let it go more than twenty years if you care about your business persona. Would you invite people to your home if you were still displaying army green paisley curtains and a deep red shag carpet?

Well, maybe.

Do you have any stories about a rebrand you have completed? Was it successful? Was it a struggle?