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Abstract orange and white text design with jagged shapes and partial words, difficult to read.

LOGO DESIGN & branding for bold conscious businesses

David Guetta standing on stage, raising hands

WAS YOUR branding designed to help you grow?

Here at I&EG we believe in creating with intention.

We businesses brand with a plan. How? By laying a strong, strategic foundation to unearth your personality, target your tribe and standout, so you can disrupt the market you live in with a distinct logo design and branding.

Whether you’re an established business that needs an update, or you’re just a start-up looking to make your mark, we plan every project in ink and put in the time and elbow grease to give your brand the vision, purpose and visuals it deserves.

So, are you sick of feeling the same? It’s time to ask yourself, does my brand DARE TO DISRUPT?

Black and white photo of a person sitting at a desk with drawings on a tablet and art prints on the wall, including a Muddy Waters poster.

YOU’re in safe hands

With 15+ years industry experience behind him, Kal is among the top of the field when it comes to Brand Identity Design and Illustration.

Forged initially by pen & ink, every design we produce is hand-crafted with your purpose, vision and audience in mind, giving your brand not only a visual, but a foundation and personality that is uniquely you. Drawing inspiration from timeless styles and where our clients industries began, we’ve branded businesses of all shapes and sizes. From Coffee Shops to Gyms, Videographers to Musicians, Apparel to Foods & Beverages.

Building a brand is more than just designing a logo, it’s creating a plan, a blueprint, a foundation that we can build your brand upon. First we think it, then we ink it. This is our mindset and the essence of every project we’re lucky to be a part of.

Illustration of a scorpion beside an ink can with text "Think Before You Ink."

the BRAND IDENTITY PROCESS

  • Whether you’ve been around the block or just the new kid in town, we work with conscious businesses of all sizes to help them get to the core of what makes them unique and the best way to position them to stand out in their market.

    Our Brand Strategy Workshop covers:

    • BRAND FOUNDATION
    Company Story, Purpose, Vision and Mission

    • BRAND POSITIONING
    Target Audience Persona, Competitor Analysis and Brand Positioning

    • BRAND ATTRIBUTES
    Brand Values, Brand Touch Points, Look & Feel and World-Building Narrative

    • BRAND MESSAGING
    Brand Voice and Messaging Pillars

    • CONCEPT WORKSHOP
    Collaborative Moodboard, Concept Direction and Targeted Creative Brief

  • With strategy at our foundation, we specialise in building brands that dare to disrupt. How? By developing a distinct, personality-driven visual identity that is targeted using our strategy to engage your audience and grow your brand.

    Our Visual Identities cover:

    • LOGO DESIGN
    From thinking to inking, our bespoke responsive logo systems are collaboratively designed with you to give your brand both the personality to stand out as well as the versatility to use across a wide-range of touchpoints.

    • VISUAL IDENTITY SYSTEM
    Although the logo is the poster-boy of design, developing a cohesive identity system consisting of brand assets such as icons, illustration, patterns, font, colours and more, each go towards ensuring that your identity stand out from the competition in the best, most effective way possible.

  • Once the strategy and logo system is complete, we move to the usage and implementation. This involves us developing you a guide for effectively using your new branding as well as rolling out the different touchpoints.

    Our Implementation covers:

    • BRAND GUIDELINES
    Our guidelines documents are developed with care to showcase both your brand overview (mission, values, target persona from our strategy) along with a comprehensive usage guide that implements everything from your logo system, colour, typography, brand imagery and more. This is your bible to effectively using your new identity and is essential for maintaining a consistent and cohesive identity moving forward.

    • BRAND COLLATERAL
    Based on your given touchpoints determined from our strategy, we’ll create a selection of both digital and print-based applications to extend your new brand prescence across all products, services, advertising and marketing materials required to engage with your intended audience and growing that loyal fan base for years to come.

Crepes on a pink background with illustrated text "What the Crepe? WTC?" featuring cartoon style mouths and hands.
Brand Guidelines Template
Design featuring "Society Sandwich" branding with an illustrated fox character, sandwich-themed elements, and text promoting sharing and eating. Includes depictions of sandwiches and decorative, playful typography.
Man lying on desk with tablet, stylus, and framed posters. Black and white photograph.
Dark candle background with The Tattooed Lady logo featuring a colorful butterfly design and text reading "Candles & Melts Florida, USA."
Illustration with white and orange checkered pattern, a black card with "Responsive Branding" and a blue circle with "It's time we all dare to disrupt."
Collage featuring "Hikeros" logos, outdoorsy stickers, a man and woman at a lake, and hiking-themed designs.
Handwritten motivational message on white paper with round stamp.
Person sitting at a desk, holding a stylus, looking at a tablet displaying sketches or designs. There are posters on the wall, a lamp, decorative plants, and a keyboard on the desk. The image is in black and white with a red border.
A tablet displaying a branding flowchart is placed on a black and white checkered background. The flowchart includes steps like visual identity and marketing. A stylus and a sticker of a bear with flames are also visible.

FEEDBACK ♥

FEEDBACK ♥

  • "Simply put, one of the best graphic designers I’ve ever worked with in 20+ years of business."

    Kal of Ink & Elbow Grease is, simply put, one of the best graphic artist / logo designers I’ve ever worked with in 20+ years of business. In addition to the utmost professionalism, Kal flawlessly creates timeless designs that really bring out what his clients have in mind. I cannot recommend him enough.

    – Ryan Van Tuyl, Rhino Music

  • If you're on the fence about working with Kal, definitely do it!

    Wow! We started working with Kal for our brand identity at the beginning of our journey, and we're so glad we did. The process was much more in-depth than expected, covering our unique values as a brand, analysis of competitors and who we're reaching out to. We've learned a lot about ourselves, our industry and the process of graphic design as a whole. We ended up with a beautiful representation of who we are, developed from the visual styles that influenced us. If you're on the fence about working with Kal, definitely do it!

    – Benjamin Marks, Partizan Grappling Academy

  • "There are designers, and then there's Kal from Ink & Elbow Grease!

    There are designers, and then there's Kal from Ink & Elbow Grease! From the first Instagram Story I saw of Kal explaining his process of how he works (onboarding, mood boarding, rough direction, etc) I was in. The level of care and attention Kal puts into everything he does is second to none. It's not just that he's a great designer or creative, he's also really good at pulling out the essence of your brand and has a way to mix his art with words that just makes your brand stand out. When Kal handed me the final brand design guide for my company StoryCast© I was blown away. It was just that good. If you're lucky enough to get Kal to work on your brand, do it. Without any hesitation he is one of the best designers I've ever had the pleasure of working with. And I've worked with a few! Thanks Kal, I look forward to future collaborations.

    – Mark Leruste, StoryCast®

  • "You will leave knowing more about who you are as a business and have new vision and vigor for the future of your venture."

    I cannot express how grateful I am that I was able to work with Kal. This business is not only a service, but a true asset to any business start-up or rebrand that is looking to take their brand to the next level. You will leave knowing more about who you are as a business and have new vision and vigor for the future of your venture, whatever it may be. On top of all of that, his customer service, accessibility, response time, and KILLER artistry will give you full confidence in the process. This is WAY more than just a "logo" guy. Invest now, so you don't have to later. Incredible work.

    – Micah Kelley, Back Home Coffee

  • "Whether you have some brand ideas or none, Kal will make your brand come to life and reflect your business values and vibes.”

    Kal definitely works his magic with branding and logo design/illustration! That is the most frequent compliment I get when customers receive their package. Kal is communicative throughout the entire process and provides in-depth explanations every step of the way. Whether you have some brand ideas or none, Kal will make your brand come to life and reflect your business values and vibes.

    – Susan Yakoub, Ishtar Coffee Co.

  • "He blends his knowledge of contemporary business development with an eye for classic design principles."

    I couldn't be happier with Ink & Elbow Grease's design package for my business. Kal is generous with his time throughout the process. He blends his knowledge of contemporary business development with an eye for classic design principles. He asks the customer thought provoking questions that aid brand development. I highly recommend reaching out to I&EG if your project requires fresh artwork.

    – Shane Puxley, ChangeUp Psychology

  • "The final delivery was the outcome of great collaboration, openness to ideas and exploring different directions and excellent communication."

    Working with Kal was awesome. The final delivery was the outcome of great collaboration, openness to ideas and exploring different directions and excellent communication. He was enthusiastic throughout the project and we'll definitely be returning to him for more work soon. After working with a few designers, it's great to work with someone that you know you can rely on and develop an ongoing working relationship with. Highly recommend.

    – Tony Corrales, NōSkin Clothing

  • “Hire him! He is kind and creative.”

    Kal is amazing!!! Super Talented and thorough. He not only designed a logo and a mascot for us, he also helped us with layout design for our wine labels. Hire him! He is kind and creative.

    – Tiffany Carter, High Sierra Wine Co.

  • "The final pieces were exactly what I was searching for and turned out better than I could have imagined."

    Can’t recommend Kal enough. From start to finish, his design process is efficient, collaborative, and just all around fun. Other than receiving the final designs, my favorite part was picking initial concept sketches. The final pieces were exactly what I was searching for and turned out better than I could have imagined. Kal really makes it a point to immerse himself in your brand / mission. One of the best designers I’ve worked with and can’t wait to do another project with him. Kal is the man.

    – Daniel Milewsky, Nelle’s Supply Co.

  • "The creativity is unmatched as well as the service and passion he brings."

    I came to Ink & Elbow Grease with a shell of a brand and together we made something I am truly proud of! The creativity is unmatched as well as the service and passion he brings. You can tell he actually enjoys the process and takes pride in his designs as well as clients projects. No one else I would work with after working with Kal and Ink & Elbow Grease!

    – Zachary Colgan, Till the Grave Athletic

READY TO disrupt and grow YOUR BUSINESS?

Let’s give your food, beverage, sport or fashion brand the personality it deserves!

Black and white photo of a smiling man in a jacket standing against a brick wall.
"It's Time We All Dare to Disrupt" text in white on an orange circular background.
Stylized text "GREASELAND" in black, rough font.
So today, just start ✍️ If you were gonna take a class, book it If you were gonna build a website, buy the domain If you were gonna post, post an intro about yourself Nothing is more regrettable than wondering “what if…” So what
Brand Identity Design for @gingerjackofficial 🫚🪓 I couldn’t be more proud of the brand we built for Ginger Jack and the growth they’ve seen over the past 2 years. From an online store in 2020 to over 900 stores across 4 countries and