The owner of Chug’s Root Beer & More in Lynwood, WA requested a logo for a newly acquired root beer and soda shop. The shop had been named after the owner’s dog, Chug, so I was asked to include a cartoon caricature of Chug in the logo. The logo needed to be a bit vintage to match the dark woods and slightly retro feel of the interior of the store, but still had to be fun and appealing to children and families.
I used references of Chug and sketched six different logo concepts with different dog images, fonts, and layout options. I focused on representing Chug as friendly and welcoming and made sure to include representation of the actual product with him (root beers, sodas, or floats).
The client requested a combination of #1 and #4 for the final version.