# 266 - Crafting Impactful Logos: Lessons from Chase Design Group

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2024-06-11
- Length: 29m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-11-266-crafting-impactful-logos-lessons-from-chase-design-group
- Listen: https://encase.substack.com/p/266-crafting-impactful-logos-lessons

## Summary

Peter Hawkins, Creative Director at Chase Design Group's Bristol office, explains the agency's approach to logo and packaging design for major clients like Nestlé and Procter & Gamble, as well as niche brands like Black Chalk. He details the process of balancing typographic precision, such as kerning, with illustrative elements, often starting with hand-drawn sketches before digitizing. Hawkins emphasizes how the studio's small size allows for nimble collaboration across global offices while maintaining creative control over brand identity.

## Chapters

- [0:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-11-266-crafting-impactful-logos-lessons-from-chase-design-group#t=1) Introduction: Peter Hawkins and Chase Design Group
- [4:06](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-11-266-crafting-impactful-logos-lessons-from-chase-design-group#t=246) Chase Design Group's Global Structure and UK Studio
- [7:52](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-11-266-crafting-impactful-logos-lessons-from-chase-design-group#t=472) Working with Major Brands and Niche Clients
- [14:19](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-11-266-crafting-impactful-logos-lessons-from-chase-design-group#t=859) The Process of Designing Brand Marks and Logos
- [18:31](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-11-266-crafting-impactful-logos-lessons-from-chase-design-group#t=1111) Typography, Kerning, and Consumer Perception
- [22:04](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-11-266-crafting-impactful-logos-lessons-from-chase-design-group#t=1324) Case Study: Black Chalk Wine Label Design
- [24:22](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-11-266-crafting-impactful-logos-lessons-from-chase-design-group#t=1462) Hand-Drawn Sketching vs. Digital Design

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Chase Design Group (company)
- Nestlé (company)
- Procter & Gamble (company)
- Black Chalk (product)
- HP Sauce (product)
- Canva (tool)
- Adobe (tool)

## Related episodes from other shows

- [How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-08-30-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner) (The Startup CPG Podcast)
- [Episode 088: Making your mark](https://hardwarepodcasts.com/podcast/making-it/2016-09-16-episode-088-making-your-mark) (Making It)
- [417: Special Old People Shoes](https://hardwarepodcasts.com/podcast/making-it/2023-11-03-417-special-old-people-shoes) (Making It)
- [29: Huddled Around a Lamp Post](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-08-22-29-huddled-around-a-lamp-post) (Thoroughly Considered)
- [#217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-07-217-creative-briefs-101-with-janice-greenwald-and-kat-karpati) (The Startup CPG Podcast)

## Citing this page

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