Exciting visual identity for the multiscreen world

Celtra / Celtra

Celtra is an industry-leading product for automating creative production. We’ve been impressed by their energy and wanted to translate it into a bold and exciting visual language. We have joined forces with Nejc Prah to design an identity that not only stands out but can also represent Celtra as a unique player in its field. Our aim was to achieve a balance between playful and serious while establishing clear rules for the use of all the elements of the new visual identity: from gradients to custom variable typeface and funky graphics.

Both Nejc and us have known Celtra, its people, and culture from the very beginning since they started their path in Slovenia so it was easier for us to capture the right energy and spirit. The new identity moves away from having the logo as a core element. Instead, it is built around a vivid visual language that can adapt and transform based on different content needs. The identity doesn’t follow trends but sets its own category and visual language. It’s inspired by the multiscreen world we live in where you have seconds to attract someone’s attention.

branding, identity design, art direction, illustration, web design

Kucha, home for semi-responsible hedonists

Next project > Kucha

Kucha is a plant-based bistro & delicatessen with it’s own line of products. We got to work on the brand from it’s earliest inception, before even a name or location was settled on. The brand was set to be as much part of the product, as their buckwheat sausages or chickpea cheeses. Part of the creative challenge was the awareness that the veganism is highly stigmatised and still a target of many misconceptions. Coincidentally, Kucha did not wish to target vegans, but everyone. “It’s food, you either like it or you don’t.” And of course, the final challenge was how to communicate the relationship between the environmental crisis and the food industry in a clear and approachable way, but without ruining everyones appetite? We had to wrap the identity & communication strategy around these notions. It had to have a universal appeal, both in image & in words. We knew there was a common ground that brings people together - humour, fun, playfulness, comedy. Those became the pillars of the brand. We decided on only one visual element of the brand - the color purple. Other elements of the identity - texture, typography, illustration, photography, tone of voice - we’re all slowly cultivated over the span of Kucha’s first two years through never ending experimentation. It was a evolutionary approach to branding, where the brand was first let loose like a young child, trying many things and making many mistakes. This allowed the brand to grow together with the start-ups owners. On social media, the initial strategy was even more adolescent and unhinged. Blurred lines of language, poetic and often surreal copywriting, hi-end imagery of tasty food and punk-like illustrations garnered a cult following in a very short time-span. But as attention grew, the brand faced responsibility and had to grow up. Adding educational value to it’s social posts was the next step. Those were linked to the longer blog articles where the broader issues of the food industry were explained in a fresh, more humane way. Long live Kucha.