This goal of this project was to update the logo of hedgehog brewing with a new brandmark and packaging that felt more reminiscent of Austin's groovy, friendly culture.
The brandmark chose to change the company's original mascot from a hedgehog to a red fox. The brand focuses on their location in Austin and use of Hill Country hops so changing the mascot to a creature that can actually be found in and around Austin seemed more applicable. After blending the image of a fox and a draught beer glass the next steps were to choose design elements which captured Austin's groovy nature.
The logo is successful in creating a new, recognizable mascot and logo for Hedgehog Brewing (renamed to Sly Fox Brewing) while the choice of color paletter communicates the lived in, vintage feel that is so popular in Austin, Texas.