What a journey this collaboration has been! A leap of faith one night in my kitchen evolved into the launch top for RUUD as a brand.
Everything about Average Joe's links perfectly to what RUUD represents. It's a business built from the ground up over years of hard work, long hours and perseverance which has resulted in a community of returning customers that love and respect the brand. This is a story I knew I could tell and one i've personally be involved with since it's conception.
We both knew that with this collab, we wanted to create something unique. It was a chance to take an existing logo (Average Joe's) and reinvent it for the purpose of a top and wider audience - there were no limitations. We discussed so many different concepts for this design that ranged from a Gorilla getting it's haircut to a snake dragon climbing down the side of the logo. Ultimately, we settled on what is now known as the Kraken. What really stood out with this beast was the fact that it could truly encompass itself around the entire Average Joes logo giving a striking visual.
Excitement to share this with the world is an understatement.
