Rebranding for a family-run, globally active trading company with a focus on the Far East
Project description
Line Up
Branding
Services:
Brand workshop
Communication strategy
Design system
Icon set and infographics
Storytelling and text
In collaboration with Thanh-Thao Tran and Patrick Mariathasan
Traditional retail ethos meets digital pioneering spirit
Line Up is a family-run trading company that has been sourcing customized products from all over the world for over 30 years. As specialists in purchasing processes, they support customers from industry and trade throughout the entire process, from product idea to on-time delivery and beyond. With regards to an upcoming generational change inside the company, our task was to underpin their positioning as an innovative, local full-service partner for global supply chains within a new brand identity in a concise, convincing and credible way.
Globally networked, specialized in the Far East
With the new design system, we transfer the high quality of Line Up's services into an appropriate visual and verbal framework. Starting with a striking typography, we have developed a holistic brand identity that combines visual references from the world of logistics with a balanced, Far Eastern-inspired color scheme. The new figurative mark is subtly reminiscent of traditional Chinese symbolism and also visualizes the global orientation of the company.
Simple solutions for complex supply chains
The environment in which Line Up operates is highly complex. This made it all the more important for us to establish a simple, clear and concise design language within the new brand identity. From the typography to the icon set: all elements of the new design system are based on the same visual principles and ensure stringency, functionality and recognizability. A striking image language that lends technical products a sensual dimension rounds off the overall appearance.
