When your client loves dogs and axe throwing, sometimes the first idea ends up being the best and the last execution ends up being the smartest. The end goal of branding is to design a system that conveys the essence of the brand. The McCullough's are obviously Irish....We went with a pub look. They love dogs and plan to donate some proceeds to their care. Dogs love bones. Oh, and the company is about throwing axes. I was more than thrilled when my designer friends even noticed the subtle spiked dog collar accents and axe shaped serifs.
No bones about it, this axe icon is sharp. (Did I really, just say that?)
There is going to be a lot of room for play on this project.