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700 Wines & Spirits

Name & Brand Development

This project started with a thorough naming process.

Over 300 names were submitted by us for consideration. They were grouped into several categories and with our guidance, Commonwealth Breweries were able to select the one that would take the well recognised and established  “Burns House” and convert it into a more relevant, modern, more memorable name.


After a thorough brand research exercise that led to several conclusions that cited the brands uniqueness among its competitors. We wanted to leverage that uniqueness which was the companies longevity and size. 

It is the oldest and largest chain of liquor stores, with locations on every island. This led to its distinct positioning of “700” referring to the national breadth and also its large range and variety of products.


Colours are from The Bahamas flag, and the wallpaper background depicts the variety of products that they carry.

University of The Bahamas

Name & Brand Development

The project consisted of a 3-6 month research phase that was designed to engage all stakeholders and to ensure that all members had a chance to offer input. We facilitated the name creation and designed and developed the logo.We worked closely alongside the University President and their communications team.


This project was historic, an honour and a priviledge to have created a significant nation building brand that will be forever seared into the hearts and minds of Bahamians.

Blank Canvas Radio Interview - Amanda Coulson - Guardian Radio
00:00 / 00:00


Functional Fitness

When a brand has a name that matches its mission, your choices for graphic representation narrow significantly. The name itself carries the entire brand, not needing a symbolic brand mark to tell its story. Yet the graphic treatment can still support the message, and that is how a simple gradient can powerfully translate the clear goals of a new kind of fitness centre. To EVOLVE is self explanatory, it conveys so much more than getting fitter, or losing weight or training for an event, even having fun with your kids, it suggest transformation, that your life will be forever altered when you trust us with your fitness journey. From a typographical standpoint this word is near perfect. The mirroring of the first 2 and last 2 letters flank the entire word making it fully balanced, looking so clean in a sans serif font, nothing can jar the eye. a little nudge of the kerning and it is very pleasing to look at. This leaves the colour to complete the story. As many designers are aware gradients can be very tricky to execute in print, so we are trained to avoid them in many cases, but you can't ignore the very nature of a gradient is to "evolve". I tackled the devilish tricks of a gradient by bypassing the technological aspects altogether and used the letters themselves in individual colours to ascend from light to bold. This can make the print elements expensive as you are now looking at a 6 colour logo, but in today's digital world this only makes a difference in t-shirt printing where you pay by the colour. The beauty of the word only logo is that it is still very impactful in one colour. An added bonus of this word "EVOLVE" is that it actually has the word "LOVE" inside it, which also helps tell the story of using fitness to be part of your journey to self-love which is fundamental to the evolve process. So we made sure the word was highlighted within, an added brand secret waiting to be revealed. To expand the graphic portfolio beyond the logo I added a gradient border to compliment the name treatment and to add further brand recognition to a new company that is about to launch. Look out for a brand Launch in late fall 2017.