Client: Nordgreen
Scope: Brand Strategy, Logo Design, Visual Identity
Project type: Teamwork
Year: 2022
During a module called ‘Brand Strategy and Brand Identity' at KEA – Copenhagen School of Design and Technology, a luxury watch company Nordgreen tasked us to create a strategy and identity for a new product brand called Guardian. In a group of four, we collaborated with a representative from Nordgreen and participated in several internal Nordgreen meetings where we presented our findings and creative ideas. My main contributions to the group included target group research, brand strategy development, logo design, visual storytelling, and the development of brand guidelines.
The main strategic positionin was that Guardian is the guiding force for change and the highest representation of timelessness and high-quality targeted to individuals and communities who strive to make the world a better place. The logo takes inspiration from Nordgreen’s primary logo and symbolizes three pillars of the brand - sustainability, luxury, and Scandinavian design. Brand colors are minimalistic and evoke a sense of luxury, while photography brings forth the sustainable nature of the brand. For the launch of the brand, a concept store would provide an authentic, luxurious atmosphere where customers could try the product and learn about the brand and its sustainable initiatives.
Credits: Packshots, Campaign Images by Nordgreen
