Overview

Based in Belfast, Cherokee Strings manufactures and repairs stringed instruments, and specialises in making bespoke hand-crafted guitars, violins and mandolins. Feeling that its existing brand did not adequately reflect its core values, the company commissioned Oranga Creative to design a new logo that would encapsulate the full quality and heritage of Cherokee Strings.

Challenge/Process/Solution

As with every such project, Oranga undertook an intensive series of site visits and one-to-one meetings with the team at Cherokee Strings. This immersive process helped to pinpoint the key characteristics and motivators of the company, its self-view and customer perceptions. It emerged that the company holds strong ties with Cherokee Native Americans and we were keen to promote this USP in the new branding. This in turn created opportunities to convey the Native American’s respect and communion with natural earthly elements which formed a perfect link between the company’s heritage and craftsmanship.Elements of these core values were incorporated into Cherokee String’s branding, and the resulting imagery gives a much richer and emotive message of who they are as a company.