I entered this design in a logo competition a few months ago. The brief was to create a logo for dog spa Lilac Wolf NZ that was positive and memorable. The concept behind the brand is that every dog dreams of feeling like a wolf and being treated like a king.

My design shows Lilac Wolf surrounded by bubbles. He imagines they are craters on the moon… or snow falling in the forest. He is howling with happiness — or is he blowing/chasing bubbles?

These are the initial sketches. I really liked the texture of #1 but I decided to work with #2 because of the body shape.

The scanned sketch became a vector trace (flipped and altered slightly).

The traced fur was used as a guide for the coloured vector shading.

I deleted the original fur, continued to edit the shading and the bubbles, and gave the moon a gradient fill. I then redesigned the fur and tweaked a few things for the final logo.

P.S. For those who are curious, I’ve just been told that there was no winning design in the competition.