Branding completed for a non-profit apparel brand based out of South Africa. Logos and assets all created by Lejit Designs.
Talks with the client about the brand revealed that The Shepherd was a passionate brand built on the duality between a good cause and a punk upbringing. You'll notice here that there are a few concepts that play with the idea of a "sheep in wolves clothing" to really emphasize that duality. In the end, a less literal representation was chosen; however, the overall concept remained the same.
The final designs for the brand combined parts of the original concept with more modern, bolder aesthetics to create a unique brand story for The Shepherd.co. Early rounds of the logos sported a rounder look overall that only squashed some of the edge the company is known for. To that end, the final designs embraced a harsher shape language.