OVERVIEW
PERSEVERANCE PAVES PROGRESS
The world is, quite literally, drowning in stuff. Consumption’s new companion is guilt, and for good reasons. In a landscape cluttered with options and overwhelmed by consumerism, a story of no-nonsense perseverance emerges. An epic journey of reshaping how the world engages with commerce. This is the story of the work we’ve done together with TWICE Commerce – a global beacon of sustainable shopping.
CHALLENGE
We’re chowing down on Earth’s resources like there’s no tomorrow, that’s bad news. Both for the climate and for our collective well-being. That’s why TWICE, a platform with over 20,000 active users and a global position, is now taking a giant leap towards a more circular world. Through this process we’ve helped TWICE define what they strategically stand for – a partner known for their perseverance.
APPROACH
At the heart of TWICE lies a commitment to authenticity. They’re the champion of a “no-nonsense” approach—valuing honesty, transparency, and straightforwardness. We’ve had the honor of participating in the entire process of crafting their global brand identity, from naming to a comprehensive strategy that will carry TWICE into the future. To align with their promise of always being progressive, we developed an extensive AI-driven target audience analysis and platform aimed at the primary demographic, Generation Z in big American cities.
WHO THE F*** ARE GEN Z?
That’s the million dollar question. Gen Z, those vibrant souls born from the mid-1990s to the early 2010s, are the true digital natives. They also happen to be our primary target group. They are the plugged-in, socially conscious generation, coming of age in a high-speed digital era. They juggle tech fluency with a passion for progress, demanding authenticity and social responsibility. Eco-conscious and culture-savvy, they’re not just the future; they’re reshaping the now with a strong drive for a sustainable and equitable world.
CONCEPT
TURN ANY THING INTO…
A business, a side hustle, a new passion. The creative concept ”Turn Any Thing Into…” is the communicative soul and spirit of TWICE. It’s about the spirit of entrepreneurship, and paints a picture of a business where creativity meets opportunity. Any Thing can thrive with the right support. No matter how unconventional the product or service, TWICE provides the platform where it can find its market.
We’ve continuously worked with the concept when crafting TWICE’s communications strategy. We’re talking less about broadcasting messages and more about sparking dialogues that resonate with a discerning audience. This isn’t about the hard sell; it’s about the smart engage. We leverage insights and data, sometimes letting AI guide us to when and how Gen Z communicates, ensuring TWICE’s voice is not just heard, but listened to.
EXAMPLES OF OUTTAKES
SOCIAL MEDIA
When it comes to social media the most important thing is instant recognition. That’s why we’ve put our creative brains into crafting a social media strategy for TWICE which meant tapping into the heart of a connected generation. We’ve tuned into the frequency of Gen Z, deploying a strategy where every message and image is a piece of a larger conversation about innovation, sustainability and the collective hustle.
We’ve continuously worked with our slashes as a brand pillar, incorporating them into everything we do. Our social media presence is designed to constantly communicate the essence of TWICE – a platform where creativity, commerce, and sustainability intersect.
DESIGN IDENTITY
OUR DESIGN PRINCIPLE
Our design philosophy is deeply rooted in our core values: ambition, progressiveness, and most critically, a no-nonsense approach. This philosophy extends beyond mere aesthetics; it is the foundation of how we communicate, operate, and engage with our community. Our design, much like our operational ethos, aim to cut through the noise, delivering a straightforward, unambiguous user experience.
LOGOTYPE
The logo represents forward thinking and constant movement, a reminder to always go forth. We’ve worked with slashes which can be used to frame different subjects, words and imagery to show that anything fits within TWICE. The slashes bring to mind the action of searching for link in a web address, which can contain just about anything. Maybe those sneakers you’ve been looking for, or perhaps that vinyl record.
LOGO AS A VISUAL NARRATIVE
The logo in the images serves as a dynamic framing device, drawing the viewer’s eye to a specific focal point within the picture. It is strategically placed to either complement the subject or to create a visual balance within the composition. We use our logo not just as a brand identifier but as a part of the bigger visual narrative.
COLORS
Our color palette is inspired by the concept of working with pre-used stuff. As a result, our black is not jet black but rather a washed-out tone. Similarly, our primary white is not stark white but slightly grayed.
TYPOGRAPHY
The typeface we use is TWK Everett in two weights. The font’s symmetrical structure is balanced with an organic drawing and a particular digital flavor. Strong typographic details add a high tension while keeping a reading comfort, finding the right balance between a font that is graphic yet fluid.
ICONS
The iconography strives after simplicity and we let the 70° angle from the logo/symbol be consistent through all the icons if possible.
WEBSITE
When it comes to the website, we’ve integrated the design into every element. The website should serve as a showcase for our brand and graphic identity, always reminding the recipient of who TWICE is – a no-nonsense partner.
CASE STUDIES
TWICE
Turn Any Thing Into a Business
BRAND STRATEGY
CONCEPT DEVELOPMENT
BRAND IDENTITY
COMMUNICATION
The world is, quite literally, drowning in stuff. Consumption’s new companion is guilt, and for good reasons. In a landscape cluttered with options and overwhelmed by consumerism, a story of no-nonsense perseverance emerges.
The world is, quite literally, drowning in stuff. Consumption’s new companion is guilt, and for good reasons. In a landscape cluttered with options and overwhelmed by consumerism, a story of no-nonsense perseverance emerges.
Zeta
AN ITALIAN LOVE AFFAIR
Brand Strategy
Concept Development
Brand Identity
Communication
Packaging Design
A story of longing, love and flavours. A story of taking a brand from being defined by its products to a brand defining them. And most of all, a story of family.
A story of longing, love and flavours. A story of taking a brand from being defined by its products to a brand defining them. And most of all, a story of family.
ICA Medis
The Medis Programme
Brand Strategy
Social Media Strategy
Brand Identity
When ICA Supermarket Medborgarplatsen, one of the largest and most profitable grocery stores in Stockholm, embarked on a complete renovation, they sought a fresh, stylish, and versatile graphic identity.
When ICA Supermarket Medborgarplatsen, one of the largest and most profitable grocery stores in Stockholm, embarked on a complete renovation, they sought a fresh, stylish, and versatile graphic identity.
Revelop
When good just isn’t good enough
Brand Strategy
Naming
Brand identity
How to redefine a business through clarity and a bold positioning statement. A strategically heavy brand identity project for a brave real estate company.
How to redefine a business through clarity and a bold positioning statement. A strategically heavy brand identity project for a brave real estate company.
Arla
protecting a leading position
Concept development
COMMUNICATION
When you think of Arla you’re likely to envision happy cows and a tall glass of milk. But with over 26 different brands and an ever-changing portfolio they needed partners with a creative and flexible approach to help maintain Arla’s leading position in the dairy market.
When you think of Arla you’re likely to envision happy cows and a tall glass of milk. But with over 26 different brands and an ever-changing portfolio they needed partners with a creative and flexible approach to help maintain Arla’s leading position in the dairy market.
CEDERQUIST
DESIGN AS A BALANCING ACT
Brand Strategy
Concept Development
Brand Identity
When creating the brand identity for a law firm like Cederquist, finding the right balance is extremely important. Where is the perfect intersection between professionalism and personality?
When creating the brand identity for a law firm like Cederquist, finding the right balance is extremely important. Where is the perfect intersection between professionalism and personality?
SITUATION STHLM
SHARED HUMANITY
Concept development
Communication
This is a story about a rapidly changing cityscape, resulting in people shutting off from the outside world and their fellow human beings. A story about the homeless fighting to leave the streets behind. A story about the importance of human warmth, meaningful communication, and real stories that touch the heart.
This is a story about a rapidly changing cityscape, resulting in people shutting off from the outside world and their fellow human beings. A story about the homeless fighting to leave the streets behind. A story about the importance of human warmth, meaningful communication, and real stories that touch the heart.