This sample case shows the progression of concept designs that ultimately produced the finished logo (top) for Edible Animal Treats. Because the initial direction of the design was wide open, a large number of concepts was produced in order to establish a clear direction for the design development.

The client was heavily involved in the design process and had very specific ideas about the personality that the logo should project. Bold colors and characters that were "entusiastically happy without looking silly" became the core of the finished design.