Pete Davies, a working musician influenced by songsmiths such as The Beatles, ELO, and The Beach Boys, was a  singer-songwriter looking for a logo identity to express his desired reputation. Pete Davies wished for something that elicited something classically vintage with a warm authenticity, and naturally aligning with the archetype of the ‘everyman’, we looked to assert traits of a faithful, salt-of-the-earth friend. This became the direction in which all decisions were filtered: Honesty, familiarity, and authenticity.

The chequered life of Pete Davies has enabled his many professions and hobbies, and the logo would additionally need to work to encapsulate all three.

Keeping in line with the vintage vernacular for the client, we created a flowing 1970s-style typeface. More ornamental and decorative, we stepped away slightly from the modern language of previous solutions we offered and showcased what the brand could communicate with another, more ‘handmade’ and thus ‘personable’ aesthetic.