Joey’s Hockey Shoppe

Brand design & Strategy

Design process

This was a freelance design project for a privately owned hockey school and gear shop. The intent was to channel classically Canadiana hockey imagery while still remaining modern and unique.

The client wanted to echo the colors of the Toronto Maple Leafs hockey team to try and associate the quality and brand to locals with quality hockey. Included below are my concepts as well where I tried to echo traditional hockey aesthetics with a modern minimal flare.

I wanted to create a unique and striking business card design that would allow for it to stand out in a person’s wallet or on a table display. Often hockey schools are discovered via word of mouth or display boards so it was important to stand out visually from the competition.

A website was planned for this brand strategy, but the project was put on hold due to Covid.