The Beaver Lever Co. was born of neccessity. Creator Nathan Loucks was tired of going outside to split kindling in -30 degree weather while working in the bush through cold Canadian winters. When he couldn’t find what he needed he created his own kindling cutter with the product design and machining expertise of his cousin, Rob Loucks. Nathan and Rob came to me to help them brand their beautifully designed, safe, sturdy, new kindling cutter. A clever custom beaver illustration by Jon Slaich was created to appeal to the market of those who use a wood burning stove, an indoor fireplace, outdoor firepits and of course those who work outdoors in inclement weather. In addition to the logo, I created business cards, retractable banners, product packaging, a how-to packaging insert, product tags and a how-to postcard.