Charvel Guitars Rebrand

Client: Charvel Guitars
Project Type: Branding

Charvel needed a brand that spoke to its history as the raw, do-it-yourself rock-n-roll musician's machine of choice. To honor that history, we chose to reference high-performance imagery and design from other industries: mainly automotive and sports.

While referencing this performance-driven imagery and branding language, we also wanted to bring back a bit of the brand's history, and so recommended resurrecting an older version of the brand's logo (commonly referred to by brand aficionados as the "toothpaste logo") to be used on merchandise and other supporting brand elements.