A brand is never created from one idea, so we pulled together three unique conceptual routes. Each route played into our newly established brand position, but in a different way.
Route One – Something Familiar
Our first route took our existing identity and tidied it up, bringing sense to the brand. We kept our iconic beaker but broke it out of the hexagon and paired it with a new typeface—Mori. This was a natural progression for the brand, and maintained a level of familiarity.
Beyond the new logo, we kept our punchy pink brand colour, but introduced a neon green and a graphite grey to give us a bigger palette to work with. We selected some contemporary typefaces and developed some ‘liquid gradients’ that played into the liquid in the beaker of our logo.
All of this was capped off with a unique type-style, called ‘Progressive Type’—repeated headline words that are sliced in half horizontally. This was a way of highlighting key words and phrases in a visually engaging way, allowing us to create high impact type-led designs.