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Veloce Logo

Challenge
Develop an identity for a brand of vanilla infused Cognac. When the client was asked about the meaning behind Veloce, they were very comfortable admitting that they liked the sound of it and it had a fancy ring to it. The definition is Italian and relates to "Music to be played rapidly." This name contradicted general perception of Cognac as a slow sipping product.
Solution
Knockout the counter of the letter V with a Cognac snifter. Due to the lack of client connection to the word Veloce, it was decided to ignore the meaning altogether. This left it open to a purely graphical treatment. A positive/negative direction was chosen and after the usual rounds of experimenting and brainstorming, this is the mark produced.