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Designing

BRAND STRATEGY & IDENTITY

@ STHLM Upcycling

MY ROLE: STRATEGIST, UX & VISUAL DESIGNER

TIME: 1 months TOOLS:  Adobe Creative Suite, Research and brainstorming tools | TEAM: Two UX/visual designers (incl. me), Two project managers, One art director/ motion designer

ABOUT THE BRAND

STHLM Upcycling is a newly formed company with a mission to recycle industrial food waste. This company approached us to come up with a brand name and to define their brand strategy and visual identity.  

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CHALLENGES

- Define a brand name

Define the visual identity with logo, colors, typography etc.

- Define the brand strategy - brand purpose, vision, consumer, position, promise, personality, values and mission

MY ROLE

- Research of the upcycling concept, market and audience competitors, etc. to understand the brand story and values

- Define brand strategy along with the team

- Design visuals and graphic identity for the brand 

I focussed on being hands-on with defining the strategy for the brand. I dedicated time to explore different tools and methods of creating a well-thought-of brand strategy

PROJECT JOURNEY

FROM BRIEF TO RE-BRIEF

GETTING TO KNOW THE BRAND

BRAND NAME BRAINSTORMING

NEW BRAND NAME

DEFINING THE CORE

 

To answer the Why-what-how of the &all brand, I planned and facilitated several workshops such as the brand personality slider, among others

NAILING THE CORE - THE BRAND STRATEGY

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BRAND PERSONALITY

BRAND PYRAMID

BRAND PYRAMID.jpg

VISUAL IDENTITY

The Andall logo is inspired by upcycling and the looping of processes going on in a circular economy and at the same time Andall’s idea about parallel processes in the production. The collaboration between the “&” and the “a” symbolizes the partnerships that the brand need to fulfill their mission. The logo is clean and striking which allows it to have a visible placement both online and on the packaging. 

COLOR SCHEME

KEYWORDS FROM BRAINSTORMING

VISUAL DIRECTION

The keywords are transparency and partnerships. We want to show the production process and be honest and transparent with our consumers. We support this with the use of illustrations. It’s stylistic, minimalistic and shows great visibility on the shelves. We pride ourselves with our partners and give them great space on the packaging to be co-branded, as a part of our Brand.   

THE ELEMENTS

PACKAGING

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Chocolate_Mockup (1920x1080).jpg
Chips_Mockup (1920x1080).jpg
Flour_Mockup (1920x1080).jpg
Bar_Mockup (1920x1080).jpg

KEY LEARNINGS

- Avoid the obvious

- Don't over-complicate the strategy - distill your thoughts and discover the core. 

- Fast and furious is not always helpful. I need to be more critical and ask myself and the team all the necessary 'whys' of the strategy

- Always find the red thread of the process. Jumping a step or going over it too fas may make me lose the red thread