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The Chill Co.

Loud music. Louder opinions. A full brand identity for The Chill Collective: logo, mascot, colours, and typography, extended across a line of merch, ensuring ChillCo is ready to succeed from day one.

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The Chill Collective billboard on a building reading You belong

The brand

Loud music. Louder opinions.

The ChillCo. is not a place you find, it finds you. Equal parts playlist and personality, this is where the good stuff happens between plans. Loud when it needs to be, easy when it doesn't. Show up, take a corner, and let the music do the rest.

My approach

I built the identity around a character and a voice: a wordmark with a hand-drawn C, a mascot with a full range of moods, a warm two-colour palette, and patterns loose enough to go anywhere. Then I carried it across billboards, a street mural, and a line of merch.

01

Logo and mascot

A wordmark with a curled, hand-drawn C, in two lockups: The Chill Co. and The Chill Collective. A scalloped purple mascot with six expressions gives the brand a face.

02

Colour and type

Gray Lavender and Dark Brown, with True Black and Eggshell White. The brand name is set in TAN Nimbus, headings in Abril Fatface, and body copy in Poppins.

03

Patterns and applications

Five patterns of organic blobs and warped checks, applied to billboards, a street mural, T-shirts, caps, cushions, cups, bottles, and gift wrap.

Brand in action

Logo

The logo comes in two versions, The Chill Co. and The Chill Collective. Both are built around the same hand-drawn C in Gray Lavender, set against Dark Brown lettering.

Each version also has a lockup with the mascot, a scalloped purple character throwing a peace sign.

The Chill Co. logo variations with the mascot
Six face variations of The Chill Co. mascot

Mascot

The mascot has six face variations, from cheerful to unimpressed to fired up, so it can match the mood of whatever it sits on.

Colors

Four colours, each with a job to do:

  • Gray Lavender sets a relaxed, playful mood.
  • Dark Brown adds warmth and grounds the purple.
  • True Black keeps text and outlines crisp.
  • Eggshell White softens the palette so nothing feels harsh.
Gray LavenderDark BrownTrue BlackEggshell White
The Chill Co. typography: TAN Nimbus, Abril Fatface and Poppins

Typography

The brand name is written in TAN Nimbus. Headings use Abril Fatface; subheadings and paragraphs use Poppins.

Patterns

Five patterns in the brand colours: organic blobs, flowing shapes, and a warped check.

Five Chill Co. patterns of organic shapes and warped checks
The Chill Co. logo icon variations
The Chill Co. logo icon on four coloured backgrounds

Out in the world

The Chill Co. billboard reading You'll know you belong from the first visit, and that is the whole point
The Chill Co. street mural reading Open invite
The Chill Collective sign by a harbour reading You belong

Merchandise

The Chill Co. cushion, folded patterned T-shirts, a cap, and a tee with the mascot
The Chill Co. patterned T-shirts, gift wrap, water bottle, and coffee cup

Want your business to perform like this?

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