Concept:

If Joe Cool was an owl and 10 times as cool he would be the Weatherwize owl. When Roger Berkley called from Weave to tell us he needed a “cool logo” for his new brand of weatherproof fabric I jumped at the chance. We were in the middle of putting out the first issue of the magazine so I had very little time, but the owl was a labor of love. I started out with an owl, a wise old owl. But from there I needed to make him cool. I leaned him up against the logo, I gave him an umbrella, a top hat, but nothing was working. Then I came up with the Hawaiian shirt. Nothing says cool like a Hawaiian shirt…

It gave the brand a cool identity, one they could be proud of. So far the logo has been put on hats, shirts and they are working on a plush stuffed owl. Not to mention all the collateral material. He is one cool owl. He doesn’t have a name yet though; let me know if you have any ideas.