Problem Statement
Hush Puppies recently rebranded to align with modern audiences and launched an apparel lineup to establish itself as a lifestyle brand. While this refreshed identity captures the brand’s evolving direction, the logo remains the same and presents significant challenges.
As a pictorial logo, it is not scalable, leading to poor adaptability across digital and physical platforms.
It struggles with clarity in small sizes, limiting its use on mobile interfaces, app icons, and product tags, which impacts brand consistency and recognition.
Design Brief
To refine Hush Puppies’ recently rebranded identity by addressing critical design challenges with its logo and communication, ensuring it resonates with the target Indian audience.
This project aims to create a versatile, scalable logo that integrates seamlessly across platforms while maintaining the brand’s youthful, fun-loving energy and legacy of comfort.
Creative Direction – Andrea Vaughn
Photographer – Dan VanDuinen
Apparel Graphics + Illustration – Sam O’Brien & Dave Baatjes
Logo Evolution
Since its inception in 1958, the logo has been a Bassett Hound.
Design Brief
To refine Hush Puppies’ recently rebranded identity by addressing critical design challenges with its logo and communication, ensuring it resonates with the target Indian audience.
This project aims to create a versatile, scalable logo that integrates seamlessly across platforms while maintaining the brand’s youthful, fun-loving energy and legacy of comfort.
The Design Process
Throughout the design process, what I followed was the define, research, ideate, test, iterate, and finally present.
It was a back and forth process with several iterations and feedback from users.
The research was quite interesting to understand the project scope and the brand Hush Puppies thoroughly. Several discoveries were made over time, from basics to strategy of the brand, studying their brand strategies, collaborations, history and evolution. It also included about the discoveries regarding the origin of the brand name Hush Puppies.
It was interesting to learn about the brand and then gradually upgrade it into becoming a enhanced version that solves the current identity problem.
In the intial explorations and ideation,
Proposed concepts that are timeless & minimal.
The logo needs to be scalable and a mark of action that would speak for itself in various scenarios and not be as abstract as the proposed marks.
View on Behance