The objective of the assignment was to develop an overall brand redesign for the company JP Licks. The company was looking for a logo and brand redesign to reposition the organization in a way that better reflects our values, mission, and expanded initiatives. Incorporating an expanded focus to include Coffee and Ice Cream in an effort to extend their customer base all year round. The design that I developed utilized a typographic heavy logo that was centered around a timeless calligraphy-based typeface. Ad- ditionally, I incorporated a bright pink as the accent color to make a nod at their past logo and invigorate the brand with a bright and vibrant aesthetic.