The early days of creating a brand are difficult for anybody. Establishing a name, locating premises, sourcing materials and finding trusted partners that got ‘it’; whatever ‘it’ might be. For me though, it was the logo that caused me the most trouble.

Whilst I would normally call myself a pretty decisive person, this was different. I found myself really needing to discuss things with those I know and trust, so it perhaps won’t come as much of a shock that the name, Ushi, was decided on following much procrastination and, finally, a discussion with a close friend back in 2008. Read more