VIGOR originates from the old norse (viking) word "vigr" which means - "Able to fight".
We are developing VIGOR into a male fashion brand, beginning with skin care (tinted moisturisers) and then progressing later into other goods such as clothing, accessories and other cosmetic lines.
Our target market will be style conscious males between the ages of 20-40;
They will be socially aware and have medium to high disposable incomes and will likely be single and appearance conscious. They will likely come from higher education with office oriented jobs that limit their ability to gain a healthy tan from natural sun exposure. We want to create an inspirational, masculine and sophisticated brand that delivers premium products to men in order to bring out the best in their aesthetics and physical appearances.
Packaging (Just to think about);
We intend to package our goods in a very masculine way, the appearance should be similar to that of a cologne bottle and should blend in seamlessly with a boys bathroom.
It should be very aesthetically appealing and would not be embarrassing to have on display in a bathroom shelf/bedroom (for a man)
Brand associations: Hugo Boss, Ralph Lauren, Tom Ford.
Classy, Deep blue / Black / Dark Tones, Glass.
Essentially we wish the packaging to be bold and masculine which can subtly hide the fact the contents are beauty based
Meaning: Able To Fight (In Old Nordic)
The Scandinavian ties will be represented through the “world serpent (Jörmungandr)"which will encompass a ring around the logo - the logo will be divided in half with the crest of the wolves on one side and a viking ship on the other.
The wolf has two meanings, the first and most primary is that is symbolises one of the two partners, as his last name translates directly to wolf - it can also represent "Fenrir" who is the god of wolves in norse mythology and was the child of Loki (As is the serpent Jörmungandr)
The ship also has two meanings, the first and most primary is that it is a direct relation to the other partner's last name, however it can also represent the viking fishing ship that Thor used to hunt the serpent.
We would like this logo to have a classic and luxurious style to it similar to AMG (Mercedes's original logo) and Versace (medusa and also lion) logos. Although we are incorporating norse/viking mythology we don't want it to overpower what could be a standalone logo and we don't want the audience to have to understand the history of the logo in order to appreciate it.
In respect to the actual style of how the logo is depicted we are open to suggestions - for instance the wolf could either be realistic or heraldic, and the ship could either be realistic or a silhouette. We have a rough outline of what we would like but other than that we are leaving it open to interpretation.
The snake is also an important element and we are leaning towards a more minimalist snake versus a big medieval fantasy style serpent as we don't want to deter people from buying the product. This snake should surround the logo, either inside or outside the border (or it could be the border), I have attached some rough sketches to show you what I mean by the snakes position/role.
The name VIGOR should be present, but the words "For Men" would be good to include too (VIGOR fm). Concepts from us originally had VIGOR below the logo, with the ring/border of the logo itself also spelling out V I G O R - F O R - M E N around it, with a potential small serpent emblem connecting the "Men" from the "Vigor". I have also attached these ideas, however as mentioned they are all open to interpretation and we would love to see what you come up with.
The other option is go further towards a versace styled logo, by replacing the "versus" Lion with a wolf and "VIGOR". We are open to going down this option depending on how well you design the wolf and the logo itself.