Eifel // Unused Concept // Process

A branding concept proposed for Eifel Mold & Engineering located in Fraser, Michigan.

This concept revolved around combining the precision of the tool and die industry with the strength of craftsmanship. The background shape is a 3D cube rendered in perfect one-point perspective, the stencil "E" is capable of rendering every letter of EIFEL, and the three-pointed crown is a direct nod to the company's original logo (attached).

Unfortunately, this direction was not chosen by the client; ultimately, it was too far of a departure from the company's original logo. However, a variation of this logo was developed as a supporting icon and introduced with the new brand.