How to take the guessing game out of branding

Sisu innovatively developed a new method for smoking herbs, creating a delightful aroma that fills your home. In order to bring this technology to the market, they required a cohesive corporate design that would seamlessly adapt across various mediums. I had the privilege of crafting the logo, corporate design, packaging, UI assets and even the physical smoker's design.
Allow me to share my approach to branding, which aligns closely with my methodology for UX projects. By placing the end consumer at the center, I iterate on my designs continually based on the insights gained from comprehensive customer research.
Brand Design
CD, UI Assets, Product Design, Packaging
3 Months

Customer interviews

To ensure customer interest and refine the design direction, I interviewed four potential customers from the target segment. While not fully representative, these insights guided us in fine-tuning the current direction.

The smoker

Designing the physical smoker posed specific requirements to address. It necessitated an easy-to-use lid mechanism that protects users from the heat, while seamlessly fitting within the corporate design. Simplicity was key to ensure reasonable manufacturing costs.

Coorporate design

Incorporating customer feedback and selecting a final stylescape, it is now time to delve into the detailed design phase. This includes defining the logo, fonts, and colors. The end result will be the final corporate design (CD), which can be applied across various mediums to create cohesive and impactful designs.

Style scapes

In the next critical phase, I combine mood board findings with sketches and initial designs to outline rough directions. These stylescapes serve as the basis for client communication. We discuss them together and narrow them down to two options that will be presented to potential customers in the next step.

Structured moodboards

Once the client's goals and target audience are clear, I create structured moodboards to collect inspiration. By organizing my findings into categories, I generate a wealth of ideas for the next step of translating them into potential design directions.

The Process

Brand Strategy

To ensure a successful design project, it is crucial to establish a strong foundation and shared understanding with the client. Therefore, I initiated the process by conducting a brand strategy workshop. The primary objective was to foster alignment between the client and myself regarding the target audience and the unique value proposition the client sought to deliver. This collaborative exercise laid the groundwork for a purposeful and focused design approach.

Special thanks to:

Max • Leona • Axel • PIA