An identity is a system, not a logo. It has to hold together at the size of an app icon and at the size of a storefront, across materials nobody has chosen yet.

The work

We start from position rather than aesthetics: what the brand needs to be understood as, and what the category has worn out. The mark comes from that, built on a form simple enough to survive reduction.

Around it sits a palette designed as a set rather than a single accent, and a typographic pairing that keeps the brand legible whether it is carrying a headline or a paragraph of small print.

Deliverables

• Primary mark, lockups and responsive variants
• Colour system and typographic pairing
• Art direction for photography
• Applied identity across core collateral