Let's start with what we cant tell you...we cant tell you what the product is, but it is a physical product not a digital one. As for the brand, WhatchaMakeOfIt...one word, speaking to endless possibility. And that's what the brand's about, seeing possibility beneath the surface when and where others see none. We're about being a canvas for expression, inspiration, creativity, and the perspective that there's almost always more to life than what first meets the eye.
Importantly, this is a brand and product that surprise and engage their buyer with a wink and a nod.
The winning design will be as comfortable at MOMA as it would at Target. The audience starts with you, really...the visually sophisticated and design-centric. But from here (MOMA, NotCot), we need a visual accessibility that opens up to (and invites in) a broader audience (Target).
The audience is not defined by gender, nor age, but by the value they place on perspective, creativity, and inspiration.
The logo needs communicate the above while also beginning to inform a broader visual identity system for the brand (packaging, collaterals etc).
This is a packaging logo - not letterhead
brings the above to life in a way that is sophisticated, interesting, probably simple (but feel free to explore), and leads with its attitude and design.