For about a year, I lived in Dalkey, a small seaside village in South Dublin. It's a place that seems to have a whole county packed into a single road. Bursting with life and character, it attracts numerous tourists and is a popular spot for Hollywood actors when filming in Dublin.
One such actor was Matt Damon, who had an extended stay in Dalkey during the Covid pandemic. While there, he famously went for a swim at the Vico baths, a local swimming spot. But what caught my attention was the bag he was holding. This bag came from Rushe's SuperValu, the local supermarket I frequented while living in Dalkey. The store occupied a beautiful Tudor-style building that added charm to the village. However, all I could focus on was the Rushe's wordmark—an understated logo that appeared to originate from the signature of one of the family members.
Before
After
I saw potential in the logo. I didn't want to make drastic changes or redesign it. I just wanted to show off its charm—like in a '90s teen film when the protagonist removes their glasses and lets down their hair to reveal the true beauty that was always there.
I refined the letterforms, keeping the hand-drawn feel by introducing a brush lettering style. I decided to keep the wave running through the wordmark as it reminded me of the nearby sea, but made it more intentional and structured. To finish, I moved the shamrock into the apostrophe position, which just felt right.
Sketch
Final Design
This personal project showcases the power of thoughtful design refinement. By taking a humble wordmark and giving it new confidence, we can significantly improve brand identity. The process of refining the Rushe's logo while maintaining its original character highlights the delicate balance between preservation and innovation in design. This process reminded me that inspiration can come from unexpected places, even a celebrity sighting with a shopping bag. Ultimately, this development not only enhanced the visual appeal of the Rushe's brand but also deepened my connection to the local community in Dalkey.
Side note: Matt Damon now features on the Rushe's shopping bags. How do you like them apples?