BRANDING | VISUAL DESIGN | UX

When I got this commission from Casulo Studio, my first reaction was pure joy. As exciting as it was to be part of something entirely new (the studio had just opened its doors), you inevitably face the challenges of such a process. The biggest of all? You are defining a brand's character from scratch. And you hope to develop a solution that captures the company's DNA.

Everyone wishes to have a memorable brand. From the start, their mandate was to design an identity that projected a laid-out personality without being perceived as less professional for using a more unconventional tone. Would it be possible to combine two conflicting principles?

All in all, we realised that this was simply a false trade-off. Casulo's positioning was rooted in a simple principle: acting like everyone else would mean risking indifference. If that means you need to be bold, so be it. "This is so us" was their first reaction when they saw the final work.