Berlin Understatement . 2018/19
Founded in 1996, ic! berlin manufactures high-quality screwless eyewear in its own production in Berlin and by Berlin based people. The eyewear with the characteristic screwless hinge is present in 60 countries worldwide.
With the change in ownership, the the brand experience should be sharpened. The following goals were defined: Create
. a clear brand
. a clearer visual differentiation from the competition
. a brand experience that also appeals to the B2C market besides the B2B one.
. an overall high quality experience
The redesign: understated premium, dedicated to those who appreciate individuality. The renewed brand is rough, edgy and bulky and yet at the same time sensitive. There are different tonalities for different eyewear collections or messages supported by the pure black and white coloring and the subtle color spectrum of concrete, cobblestone, Plattenbau, Wilhelminian architecture, tiles of subway stations, Berlin winter sky or by the loud, vibrant orange. Stories show vivid but also quiet, unobtrusive micro-moments. The overall impression is always of a high quality product.
. Pitch-Design (together ♥ with a wonderful team; special thanks ♥ to Alisa Hellwege) . Direction . Design System . Suggestions for different media applications . UI-Concept . Styleguide
For Deloitte Digital . Rebrand . 2018/19
Thanks ♥ to Manuel Schwedt who did the motion principles and icons.