Southside Blade & Anvil

Logo and Merchandise Design

Tools Adobe Illustrator // Goal Communicate intensity of blacksmithing without coming off as unapproachable

Southside Blade & Anvil is a blacksmith business specializing in custom kitchen knives. To derive from the type-dominate branding that many male-dominated practices have, I utilized the company pet (Mr. Baby) as a mascot. Mr. Baby’s expression matches the intensity of a working blacksmith while clenching the only company product between his teeth. His expression may make him look tough, but Mr. Baby is a friendly creature in real life. Similarly, while blacksmithing can be intimidating work, the SSB&A knife-maker is very amiable. This lead me to soften the corners of the design to encourage an approachable energy.