Colorkey       
The Key to Sweer and Cool
Category: Brand Identity, Brand Optimisation, Re-brand, Logo Design, Packaging Design, Brand Strategy
Agency: BRU:D Creative
Art Director: David Mineyama-Smithson

Established five years ago, Colorkey has experienced rapid growth and now has hundreds of millions of consumers both domestically and internationally. To mark its fifth anniversary, the brand redefined its positioning as the "Trend Colour Aesthetician" and adopted the core idea of "sweet cool" for its future visual expressions. This led to a brief being created to upgrade the existing logo to address application limitations and create a new brand mark that could be easily recognized at smaller sizes and on digital platforms.

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We then turned our attention to the logotype, firstly by taking the entire name into lower case to create a softer and more elegant feel. And then by refining the details to echo the forms in the brand mark to create a seamless synergy.

To add greater flexibility in application we freed the structure of the letters so that they could be arrange in more than one format. Creating a vertical stacked logo and four corner versions.