The Challenge

Despite their outstanding attitude towards the business BSH struggled to find a designer who could visually express the core message of the business and they were unsure how to stand out and create an identity that reflects their personality in the crowded logistic space. They knew that they need something agile and adventurous and that the visuals need to go beyond the logo as their brand needs to be reflected coherently although their website, social media and every design based material they possess.

The Solution

As a result we brought the big guns. The project included brand strategy workshop and brand identity systems also. After discussing the core values of BSH I made sure that the visual style and the typography were in line with the personality of the business.

The chosen logo to represent the brand has been the caribou, which has the longest land migration on planet Earth. Caribou represents journeying, wandering, safe travels, strength and endurance. It also symbolizes wisdom, resourcefulness, cleverness, knowledge and creativity. Caribou are mobile, adaptable to new surroundings and prefer the freedom to keep moving. They are cunning survivalists and able to live in extreme environments. I added a subtle last touch with the square part, which served as a frame to give the logo a sense of stability.

I also made sure that every color used by the brand to be very calculative as color evokes emotion in composition. The BSH brand is known for its young and dynamic nature, which inspired the primary palette that conveys the brand voice: peace and confidence. The brighter hue secondary palette is designed to draw attention and invoke curiosity when it's needed. All in all, BSH was very satisfied with the choice of visual designs as they well-represented the idea of the brand and helped them differentiate themselves from their competitors which in turn generated more customer engagement.