Dragon Cables
- Branding
- October 17, 2018
Client: Moon Audio
Agency: In-House
Roles: Art Director, Designer
Objective:
Update the established Dragon Cable brand to improve the aesthetic and design principles; further the evolution of the brand without breaking continuity.
Process:
As usual, I started with some sketching. As an established, trusted brand within the audiophile industry, a drastic redesign didn’t seem necessary. And with a creative team of one, a simpler transition was definitely ideal.
I wanted to maintain the overall form while giving it a more formidable appearance. Using cleaner, more complex curves I sketched out a something a bit more deserving of the name dragon.
Next came digitalization. After cleaning up the iconic mark in illustrator, I started on the lettering. Choosing the font from the logo of the parent company, Moon Audio, was a no-brainer. PF Bague is clean, modern, and very well formed. I’m also a strong proponent of sharing fonts between house brands. It’s a simple, subtle way to connect identities with the added benefit of simplifying everything. Keep it simple, stupid.
Dragon Cables come in four lines, meaning I needed a signifact amount of variations. I worked up a few standard forms before finalizing a color palette.
The cable packaging is my favorite part, by far. We needed something lightweight that would maximize impact without increasing shipping costs or causing extra work for technicians. The solution was a printed bag with selection boxes on the back — and a few pointers for the customers.
