For the identity of the trader Kelly Hunter, I found that it was quite important to embody the company and the product in something concrete, easy to identify and to transmit. To do that, an icon was developed to set up the agenda of differentiation between Kelly Hunter and other products. The idea was to create a symbol easy to say in words and easily recognized by people from different cultures and markets.

Thus, at a glance the image gives the impression of European origin, especially close to Irishness, to make the company and the product memorable and identifiable. This was the origin of the figure of the archer to identify Kelly Hunter.