AXCUWS

For this project, I selected a random company from Amazon that lacked a strong brand identity to create a logo for. My only self-imposed guideline was that the company must sell products within a consistent category, rather than a random assortment of items. I chose AXCUWS (pronounced "Axe-cues"), a company that exclusively sells inexpensive and poorly rated bling cases for Apple products. My goal was to rebrand AXCUWS in a way that made it feel well-established and high-quality despite its cheapness. I designed a sleek, elegant logo inspired by the branding of jewelry companies. The most successful aspect of the design was a simplified, top-down view of a diamond created from various lines. I needed the logomark to convey visual interest while maintaining a refined feel, and I believe this approach achieved that balance. The inclusion of a laurel element was a pivotal moment in my design process—it marked the beginning of my interest in incorporating natural forms into my work. Natural elements like the laurel can soften a rigid or overly formal logo, making it feel more approachable and inviting. This project also sparked a growing fascination with radial patterns, which have since become a recurring theme in both my design and ceramic work.