Reimagining a familiar legend for a modern brand.

During my time at Media Bridge Advertising, I helped develop the logo and visual identity for Paul Bunyan Plumbing & Drains, one of the most popular, highly reviewed plumbing and drain companies in the Minneapolis and Twin Cities metro area. The identity draws on the familiarity and personality of the Paul Bunyan legend while giving the brand a distinctive, approachable look of its own. Here’s a look at the creative process, from early concepts and exploration to the final selected logo.

Early Exploration

I started by exploring different interpretations of Paul Bunyan's familiar visual cues, keeping his recognizable character and brawn at the center of the identity. Early concepts experimented with color, including his traditional red, as well as monochrome treatments and variations in his signature hat.

Refining the Character

From there, I narrowed the direction around the monochrome red treatment and began refining his character and expression. I explored details like his eyes, smile, and suspenders to strike the balance between confidence, strength, and approachability.

Final Identity

The branding continued to evolve beyond my initial concepts, with further development taking place after my involvement in the project. The work shown above captures my contribution to the character and visual development of the brand.