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Loot


Antique Store
Logo & Brand Design


Alphabet Arm was hired to brand this retail shop in Turners Falls, MA. The owners came to us with a cool concept and a great name.

Loot, the shop, features archival goodies ranging from large scale industrial pieces to smalls. During our initial meeting with the owners, the idea of a mascot was suggested and a raccoon character was proposed. We argued (respectfully – mind you) as to which of us would tackle the mascot illustration. Although this final solution was proposed along four alternative logo treatments, the owners felt the mascot execution represented the shop perfectly. He, whom we have affectionately named Leo, was initially sketched in a tiny Moleskin and redrawn in Illustrator. The type treatment was born from simple geometric shapes which seemed to compliment the playful character of Leo without being redundant. The type also retains a distinctive character when removed from Leo. We worked with a great print shop to handle the tall order of their super fine, laser-cut business cards and designed the shop’s exterior signage. Stop by and see Leo if you find yourselves in Turners Falls.

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