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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.
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
BRAND PERSONALITY
BRAND PYRAMID
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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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
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