Catarina
Task
Cypher Labs is a leading developer of blockchain talent and innovation, who unlike other web3 companies, are backed by a parent crypto mining company with a proven track record. Their core services fall into the categories of research, development and launching blockchain ideas to the market. intwo were enlisted to define a brand strategy, and then a foundational visual identity, that would invoke the excitement and revolutionary aspect of the industry while retaining the seriousness with which the business takes these projects.
Andy, the owner, had an idea of what he wanted but needed help to understand the possibilities of what a good visual identity can do to enhance customer engagement. The challenge was to capture the emotive feel and ambience they craved and replay that through the visual and in a way where flexibility was going to be vital for it to succeed.
We had several meetings and sessions to understand their vision and really tap into what they were hoping to encapsulate throughout the store, from visual aesthetics to where and how the food would be made and presented to the customers. It was important for us to understand all the finer points of the experience they hoped to deliver.
Our approach was to take the essence of family and build it all around the humble kitchen table. We wanted to harness the easy going and fun nature of the family dining experience at home. We started with the logo and encapsulated the name and essence of the food to hand within shape of a round table. This not only would help towards signage costs but also within social media platforms where most of the promotions and customer engagements would happen outside of the restaurant.
A simple black, white, and orange was chosen as the primary colours, with tonal secondary colours to allow a modern twist to the colour palette. These tones spoke to the style of the food and environment yet allowed for a modern take in which to engage. A styled hero font was chosen to allow that unique point of difference along with a standard sans font for easy legibility across collateral.
We also considered graphic styles and illustrations to further enhance the story. The patterns, taken from the logo allowed for embellishments to be applied to digital and print applications with ease and the hero illustrations would allow for some quirky. Aspects to the brand. These illustrations over time would develop and take on a part of the brand seen through local artists to help further enhance the narrative of the open family table theme.
Finally, we also helped with material selections to help build the environment. From wood and ceramics choices, to concrete and paint finishes where possible. We also felt the need for plenty of greenery within the environments and lighting to again assist in the homely feel they were hoping to achieve for their customers.
Logo and identity development
Brand look & styling
Graphic design services
Digital roll out
Online brand guidelines
Ongoing design partner
intwo provide brand identity, design and web services to purpose-driven businesses in order to drive change for the planet and its people; and in doing so, also subsidise our own ethical initiatives.