I began the project by conducting thorough research on the company, including a review of their social media accounts. Early on, I envisioned combining two elements from the existing logotype into a single design, shaped like a traditional patch, reflecting the owners' background as former scouts. During my research, I discovered that the world's oldest known tree, Old Tjikko, is located near Älvdalen, which inspired me to incorporate this tree into the new logotype.

I started by sketching several concepts that included Old Tjikko. Concurrently, I created a mood board to visualize the direction I intended for the logotype, drawing inspiration from iconic brands such as Fjällräven and Toblerone.

Throughout the process, I experimented with various styles, including simple line art and slightly more detailed yet clean designs. My goal was to ensure that the final logotype would be versatile and look appealing on different materials. However, both my supervisor and I felt that the initial line art sketches were too minimalistic. Therefore, I decided to integrate a more hand-drawn element to enhance the design's character and depth.