Before doing any design work, I did some branding research and comp sets to see what other successful wanderlust / hipster brands in the eCommerce space were doing.
I started by redesigning the elephant to be something simple, something that would look nice embroidered on a polo shirt and could become the de-facto emblem of the brand.
And then I moved into trying out different shapes and typography around the chosen elephant.
After finishing the logo, I designed the rest of the brand guidelines, to be used for web design, packaging, print, and promotional imagery.
And finally, a couple business card designs.