Category: IDENTITY DESIGN

24
Nov

Drink Baotic

BRIEF

Paul and Isatou, were two very special people with a very special project. They were founders of a new company called ‘Hippo & Hedgehog’ and were in the process of bringing their breakthrough new product ‘Drink Baotic’ to market. Drink Baotic is a new African-inspired drink which originates from the Baobab tree in The Gambia, it has a unique flavour but more importantly and because of the ’superfood’ properties of Baobab – a multitude of health benefits – it is a pre-biotic drink, dairy free, gluten free, packed with nutrients and exceptional for ‘gut health.’

The company itself was incredibly interesting with both Paul and Isatou working closely and giving back to the communities of The Gambia. We were asked to create a new brand theme, identity design and packaging designs for 4 flavours of Drink Baotic – Original, Banana, Orange and Strawberry.

SOLUTION

The loft team were thrilled with the opportunity to create such an exciting new brand – many, many visual and cultural themes were explored but there was a real emphasis on a ‘modern African’ theme. We wanted to capture the beauty and novelty of African culture but in a contemporary way – so we studied fine-art, textiles, even modern interpretations of ancient scribes to properly embed ourselves in the Gambian culture.

We eventually used a combination of traditional marks but re-interpreted in a modern way to develop the Drink Baotic visual identity – each mark was symbolic of something to do with the culture of Drink Baotic such as the ingredients of the drink or its benefits to customers, etc.

The identity was conceived as a painted interpretation of the words ‘BAOTIC’ with the t and i being abstractly re-interpreted as a mother touching her child on their face. Finally, all of the materials were re-formatted for a wide range of further uses for digital, social media, etc. There has been a wide range of new packaging designs created too.

RESULT

Everybody involved was delighted with the final results. Most importantly, Paul and Isatou, who as you can see have been on quite a journey since the release of the product – they’ve met the unmistakable Founder of Virgin, Sir Richard Branson and Founder of Innocent Smoothies too – Richard Reed. Both who also seem to be fans of the brand we’ve co-created.

The company has gone from strength-to-strength since we worked together, winning a range of awards and being featured nationally for their successes.
At the loft, we are delighted with the final design, and a special thanks must be given to Marek Brol who led this project with distinction.

24
Nov

Glasgow Chamber of Commerce WeeG

BRIEF

We’ve been proud members of the Glasgow Chamber of Commerce since the company was started in 2012 and we’ve worked on many projects together. So we were thrilled to be approached by Richard Muir, Deputy CEO of The Glasgow Chamber of Commerce, to come up with a new mark for the Chamber. Richard knew exactly what he was looking for – he wanted to create a ‘G’ for Glasgow which would feature representations of many of the city’s landmarks.

SOLUTION

It was wonderful to work to such a clear brief as given by Richard, needless to say the team got straight into it – we quickly produced designs which began to compile all of the most famous landmarks of Glasgow – The Kevingrove, Finnieston Crayne, Glasgow University, The Duke Of Wellington Statue, etc. As expected, the identity was almost designing itself – however we decided to inject a bit more creativity and meaning into the project – we started to take classic Glasgow characteristic such as laughter, music, even the famous Glasgow weather and mixed these in to create a logo that was even more ‘Glasgow’

We produced a range of identities based on the Glasgow Chamber of Commerce colour palette and produced animated versions too.

RESULT

The Glasgow WeeG (Weegie is a classic local term to describe Glaswegians,) has been an incredible success – it is widely loved by everybody at the Chamber of Commerce, the wider city and beyond. It is proudly used by the Chamber on almost all of their communications and we continue to work closely with the Chamber today.

“I’ve known Benedetto for the best part of 10 years and he positively brims with innovation, attention to detail and enthusiasm. He has a rare ability to turn creative outputs around very quickly and effectively. He intuitively understands us as clients and has been instrumental in creating one of our key identities and some vital member communications.”

Richard Muir, Deputy CEO of Glasgow Chamber Of Commerce

24
Nov

Alistair Walker Whisky

BRIEF

We were absolutely thrilled and delighted to be given the opportunity to work with Alistair Walker for the packaging design of his new whisky ‘Infrequent Flyers’ and the creation of his new brand ‘Alistair Walker Whisky.’ We had indirectly worked with Alistair for several years as he was one of the owners of BenRiach, before he and his father had sold the company to Brown Foreman.

Alistair would be creating an ‘independent bottling’ company with Alistair Walker Whisky and would be focussing more on rarer expressions. His first whisky ‘Infrequent Flyers’ would come in both single malt and single grain variations with a wide range of casks from different distilleries.

SOLUTION

Alistair asked for a retro feel to his new whisky which we were more than happy to provide – we explored many ideas exploring items like postcards to old flight tickets but eventually settled on an illustration of a classic propellor aircraft flying over some mountains.

We created a range of other items for Alistair including a bespoke age statement, a wallpaper-like wraparound for the tube of the whisky and a crest-like logo for Alistair’s own brand himself.

RESULT

A tremendous success, Infrequent Flyers is a real hit, particularly with real whisky lovers and we continue to work with Alistair to this day.

“Coming up with a design for both our company logo and our flagship brand (Infrequent Flyers) from scratch was no mean feat; The Loft were great to work with, both creatively and in terms of execution. They delivered an end-result that I am delighted with, and which many of our customers have been very complimentary towards. Importantly, their ‘after-sales’ service has also been exemplary – they are always happy to help with those little details.”

Alistair Walker, Founder of Alistair Walker Whisky

25
Jul

LEVY & MCRAE BRAND IDENTITY DESIGN

BRIEF

Levy & McRae are one of Scotland’s longest-standing, most respected and well-known legal firms with a reputation for excellence in litigation. Over the last 140 years, the firm has acted and continues to act in many of the largest, high profile and most complex cases which have come before the Scottish Courts.

We were delighted to be given the opportunity to work with the organisation on the design of a new brand identity. The identity would forecast a number of changes to the company including a new management team, a move to new premises, and revised priorities moving forward.

SOLUTION

We wanted an image which would be professional, meaningful and interesting yet understandable. A symbol which could be understood by clients and staff alike. After presenting multiple options – the Levy & McRae team liked the idea of them acting as a beacon of help for people in distress so the symbol of a light house most resonated.

The loft team subsequently went to great lengths to ensure that the light house theme would be communicated in the most interesting way possible and many developments were explored with the final version being captured as a plan-view with the light reflections being formed to create a cohesive and strong identity.

RESULT

We were delighted with the final results as were Levy & McRae. The identity heralded a new era for the firm and they currently use it to this day.

25
Jul

ATLAS HOTELS

BRIEF

Atlas Hotels is an award-winning hotel operator with properties in Scotland, England and Wales. Formerly known as Somerston Hotels, they have a team that is renowned for delivering a fantastic guest experience. They were looking to create a corporate, but contemporary, brand identity to mark changes in the organisation including their new name.

SOLUTION

We got to know the Atlas team and found that each of the different staff members had personality, individuality and a real desire to help others. We also saw a togetherness and a desire to drive the business forward as ideas that could be built on.

Each of these concepts were explored before deciding to use the image of a colourful shoal of fish traveling rapidly in the water. All unique in their own way, all swimming together and crucially always in the same direction.

RESULT

Atlas were delighted with the new brand identity which was presented at a special launch to much acclaim and we’re more than a little pleased with the final outcome ourselves.

“From our very first discussions, Benedetto and his team really understood what we wanted to achieve and approached the project with creativity, enthusiasm and professionalism. Despite a tight deadline, they delivered a first rate corporate identity which has been whole-heartedly embraced by our organisation and which represents our corporate culture.”

Lesley-Ann Cardow, Group Marketing Manager of Atlas Hotels

05
May

BRIDGE2BUSINESS

BRIEF

We were delighted to be given the opportunity to create a new brand for Bridge2Business. As part of Young Enterprise Scotland, this new programme was designed to connect, support and inspire college students into enterprise.

We were asked to create an identity that captures the spirit of entrepreneurship and appeals to both the students and the decision-makers of the colleges where the programme would be rolled out.

 

SOLUTION

We worked closely with the Bridge2Business team to generate ideas that would tell a great story about the new organisation and what they were planning to do. Visual themes were built around words such as inspiration, connections, support, etc.

This led to a brand story of celestial navigation, and in particular the old maritime tale that ‘in times of trouble, the stars will guide you home safely.’ This was particularly relevant as every entrepreneur at one stage of their journey will hit rocky times and just have to rely on that little bit of fortune. The use of the star constellation ‘Nashira’ which symbolises lady-luck gives additional meaning to that message.

RESULT

The brand was launched in the Planetarium at the Glasgow Science Centre where CEO, Geoff Leask, told an audience (looking up at a room full of stars) about Nashira and the brand story we had created together.

“The team at the loft have been an inspiring, creative and friendly team to work with. Listening to our needs and having a real understanding of our audience ensured that their communications solution is absolutely spot on – highly recommended.”

Geoff Leask, CEO of Young Enterprise Scotland

14
Apr

SOCEX

BRIEF

The Serious & Organised Crime Exchange (SOCEX) is a national forum which brings together the most influential people in UK law enforcement to discuss relevant issues for the community. The first conference had three tiers of agency invited – local, regional and national.

We were delighted to be given the opportunity to create the brand and communications for this new initiative, which was co-founded by Altia Solutions.

 

SOLUTION

We wanted to capture the bringing together of three strands of law enforcement ‘into-alignment’ so we designed three different network graphics and combined them with an ‘X’ for ‘Exchange’ to form the main identity. ‘Into-alignment’ would become the main creative theme for the project, identity as well as the brochure and other communications.

‘Exchange’ was chosen over ‘Conference’ as a more accurate description of the type of event being held. Chief Sponsors and Co-Founders, Altia Solutions would also be hosting the prestigious Keith Hughes Awards, and a secondary identity was created for this.

 

RESULT

The conference was a huge success and continues to run now as a greatly expanded and international forum. The loft went onto design another 7 brochures over the next 5 years for SOCEX.

“When Altia decided to develop and be the lead sponsor of the ‘SOCEX 2015’ conference and the 10th annual ‘Keith Hughes Awards,’ the loft worked closely with us, and the event management company, to produce the unique branding for each of the events.They delivered excellent work within tight deadlines and the results were commented on very favourably by many of the attendees. The branding is being used for the 2016 events and I have no hesitation in recommending the loft to deliver innovative and interesting designs.”

Ian Watson, CEO of Altia Solutions (now Altia-ABM,) Chief Sponsors and Founding Partners of SOCEX 

14
Apr

BEEKS FX VPS

BRIEF

Beeks FX VPS are one of the global leaders in managed Virtual Private Servers for automated trading. The company serves brokers who operate in the London Stock Exchange. Their managed ‘VPS’ is a dedicated service supplied from a data centre allowing individual traders a quicker, more efficient and reliable solution for transactions.

The organisation was acquiring a New York provider to expand their coverage and their management team wanted to design a new identity which would capture the values of the brand while building a more effective digital presence. We were also asked to create a new explainer-video too.

 

SOLUTION

We wanted to showcase all of the company’s strengths with the new identity and this included the use of a lower-case and dynamic ‘b’ for beeks, creating a continuous loop to show how the service actually works and inserting a hidden ‘map pin’ to highlight one of the more significant parts of the story – brilliant strategic positioning.

The data being fired out of a loop neatly shows the speed of their service and the same visual language is used throughout the explainer video, which has a clean, straight-forward design displaying the service offered by the company in the simplest way possible.

The final explainer video can be seen at https://www.youtube.com/watch?v=1gZ-Guh4JIc

 

RESULT

The project was a tremendous success.

“The loft were instrumental in our re-branding exercise at Beeks FX, as we continue to grow our international business, they went above and beyond when working to a tight deadline. Our team enjoyed working with them, and it was a fun experience; however, threats of free Prosecco have yet to materialise!”

Gordon McArthur, CEO of Beeks FX VPS

14
Apr

THE LEVEN CAR COMPANY

BRIEF

The Leven Car Company is a luxury car dealer which specialises in the sales and servicing of high-performance vehicles. The organisation was founded by Hugh and Chris McMahon who had owned and eventually sold The Lomond Audi Group, now known as Lookers Audi.

Aston Martin and Rolls Royce were the first two brands to be adopted by the new company and we were asked to create an identity which ‘would sit comfortably alongside two of the finest automotive brands in the world without looking out of place.’

SOLUTION

Both the founders and the teams for Aston Martin/Rolls Royce all contributed thoughts which were quickly summarised with a new brand statement ‘The Leven Car Company provides an experience of service that is moulded around its customer, lives long in the memory and is without limits.’

The next step was to find creative ways to bring these words to life. In addition to automotive themes, we wanted to highlight the importance of people – eventually settling for Chinese whispers, a simple idea that if you look after one person well, they will tell another. This idea was taken and developed visually into the brand story and mark which featured a range of human silhouettes fading outwards and tied together in an infinity loop.

RESULT

“The loft created a brand identity for The Leven Car Company, one with which we are incredibly proud. The company gave a very personal service, took the time to understand the business, consulted the entire team and they provided us with a top quality design culminating in a brand that sits alongside two of the world’s finest – Aston Martin and Rolls Royce – without looking out of place”

Chris McMahon, Managing Director of The Leven Car Company

14
Apr

ENTERPRISE CAMPUS

BRIEF

Enterprise Campus is a university programme designed to support postgraduate students moving into entrepreneurship after university. The first steps for entrepreneurs can be daunting with many new challenges — finance, marketing, operations, human resources, etc.

Enterprise Campus would provide direction for those ambitious students looking to build the next generation of ‘high-growth businesses.’

The loft was tasked with the creation of a versatile brand identity — one that could be used nationally and then extended regionally for the North, East and West of Scotland.

SOLUTION

We worked closely with different people from the Enterprise Campus team and looked to demonstrate the service they provide for students and their business ideas.

We wanted to get the message across that Enterprise Campus ‘joins the dots’ for budding entrepreneurs and created a logo, which comprises three individual ‘hub’ networks for the individual regions which then come together as one logo for the national brand.

RESULT

The result is a brand identity which reflects a very modern, up-to-date, forward-looking programme.

“Working with the loft was an easy, creative and rewarding experience. This is a key project for us and it was important that the brand represents our values and send a strong message. The whole team were hands-on and enthusiastically took our ideas to the next level. They really took the time to understand our vision and ensure we got what our brand needed. A BIG THANK YOU!”

Sarah Scace, Marketing and Communications Manager for Enterprise Campus