“W&P Design Co-founders Josh Williams and Eric Prum launched our first product—the Mason Shaker—in 2012, and since then, we’ve been dreaming up, designing and manufacturing fresh ways to (literally and figuratively) shake up your everyday encounters with food and drink. Today, we produce more than 250 products for your kitchen, bar, bookshelf and beyond. Our Brooklyn-based team boasts hands-on experience in such diverse disciplines as design, manufacturing, culinary arts and publishing—and we’re always pushing to learn and do more.”
The old logo was based on Raleway, the new is based on a modified Baskerville Bold. Notable in the rebrand is putting the ampersand in the center, symbolic of putting the "and" in the forefront. We see "and" as doing more, incorporating more, and bringing new ideas together. We opted for lowercase for a more casual and approachable feel rather than a stiff all caps read.
W&P provided text
Images (opinion after)
The old logo was fine but mostly generic and forgettable — perhaps it can be recycled for the next big fashion brand redesign. The new logo is in the new realm of Chobani-esque wordmarks with a bold, rounded serif that looks great in this case, thanks to how neatly, snuggly, and comfortably those three characters work together. I love how the “w” leans slightly over the ampersand and how the curl of the ampersand fills in the counter space with the “p”. In application it seems like something is missing to ground the logo as it feels very floaty — and unfortunately what that something is, is not the circle they have used in some of the packaging. But there is definitely a lot of potential here and my floaty remark sort of cancels itself out by how nice the logo looks on the booth… floating.