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OUR APPROACH / THE THINKING BEHIND THE DESIGN

Clear thinking.
Distinctive
by design.

We find the idea at the heart of your brand. Then give it a name, a form and a visual language of its own.

Explore our branding process
THE BRENDA APPROACH01 — 06
EXPLORECONNECTONE CLEAR IDEAMANY EXPRESSIONS
From insight
to identity.↗
A METHOD WITH A CREATIVE CORE

Every distinctive brand
starts with a clear idea.

Our in-house approach connects research and strategy with creative expression. Each stage gives the next one a foundation, from understanding the category to building the assets a brand needs.

At its centre is a brand metaphor: an idea that makes a brand’s character tangible. It gives us a direction for naming, symbols and the visual system that follows.

THE CONNECTION THAT MATTERSMEANING → EXPRESSION
01 / UNDERSTAND

Brand
character.

Who are we?
What makes us different?
How should we feel?

02 / TRANSLATE

Brand
metaphor.

A clear creative idea that connects what the brand means with how it looks and speaks.

03 / EXPRESS

Visual
language.

Symbol. Typography. Colour.
A connected system.
Recognisable applications.

OUR BRANDING PROCESS

Six stages.
One connected brand.

Explore the thinking, the work and the outcome at each stage. The scope is shaped around your project; naming becomes part of the process when a new name is needed.

01 / Research & analysis

First, understand.

We study the business and the world around it. The product, the people it serves, the market and its competitors give us the context for meaningful design decisions.

  • Product & service
  • People & audience
  • Market context
  • Competitive landscape
WHAT THIS GIVES YOU

A clear view of the category, its conventions and the opportunities to stand apart.

Find the opportunity.
THE WHOLE PICTURE

One stage informs the next.

  1. 01

    Research & analysis

    • Product & service
    • People & audience
    • Market context
    • Competitive landscape
  2. 02

    Strategy

    • Explore possible directions
    • Define the focus
    • Find the central idea
    • Summarise the direction
  3. 03

    Symbol

    • Stories & associations
    • Meaning & metaphor
    • Sketches & exploration
    • Refinement & practical checks
  4. 04

    Visual system

    • Creative concepts
    • Design principles
    • Typography
    • Colour palette
    • Core graphic elements
  5. 05

    Identity

    • A coherent identity system
    • Core design principles
    • Essential brand elements
  6. 06

    Brand assets

    • Usage rules
    • Brand guidelines
    • Website design
    • Catalogues & agreed assets

A connected process, with room to revisit and refine as the idea develops.

THE METHOD IN PRACTICE / TADIRAN

One idea.
A world of expressions.

For Tadiran, the “master of climate” metaphor connected the brand’s technical character with a visual language built around a T, a circle and flowing forms.

Explore the Tadiran case
Tadiran’s circular visual language applied to a blue folder, letterhead and business cardsSTRATEGY → SYMBOL → SYSTEM
THE METHOD IN PRACTICE / APA

Many members.
One shared identity.

For APA, the sunflower metaphor transformed the idea of a professional community into a circular symbol and a connected visual language.

Explore the APA case
APA stationery with a sunflower symbol and blue petal patternsCOMMUNITY → METAPHOR → IDENTITY
THE METHOD IN PRACTICE / CROPTAINER

Crop meets
container.

A product concept becomes a visual system: expressive crop forms paired with a structured wordmark, developed through original sketches and practical application rules.

Explore the Croptainer case
Croptainer container-farm concept with a large leaf logoPRODUCT → IDEA → VISUAL SYSTEM
THE METHOD IN PRACTICE / INFOCRAFT

A digital engine.
A human connection.

Research and a brand metaphor connect a software company’s identity, product family and illustrated world. An online guide brings the system together.

Explore the Infocraft case
Infocraft identity across digital and printed applicationsRESEARCH → METAPHOR → BRAND SYSTEM
THE METHOD IN PRACTICE / NDFP

A financial
compass.

A guiding idea becomes a compact symbol, an arrow-based graphic language and practical brand guidelines for a financial education organisation.

Explore the NDFP case
NDFP brand identity across digital screensKNOWLEDGE → DIRECTION → IDENTITY
More ideas, brought to life

Explore the process
behind the work.

Listva botanical flower salon identityListvaNaming · Identity · Signage
Rolatex advertising billboard with the snail mascot
RolatexIdentity · Character · ApplicationsNDFP financial education campaign at a city bus shelterNDFPStrategy · Identity · GuidelinesInfocraft software brand identityInfocraftStrategy · Identity · GuidelinesZSKS — hero original project artworkZSKSRailway wagon service
Green Lama relaxing in a tea cup
Green LamaHousehold carePina Salata — crate original project artworkPina SalataFresh food
Rush Hour — hero original project artwork
Rush HourMountain bikes
A FEW PRACTICAL QUESTIONS
Can we start with an existing brand?

Yes. Research helps us understand what should be kept, what needs to change and where the identity can develop. The scope can be a focused evolution or a wider rebrand.

Where does naming fit?

When a new name is needed, naming follows the strategic direction and brand metaphor. The name and the visual identity are developed around a shared idea.

Do we need all six stages?

The process is a framework, not a fixed package. We define the appropriate stages and deliverables around your starting point, priorities and project scope.

What do we receive?

The agreed scope may include research and strategy presentations, a logo, a visual system, brand guidelines, packaging and digital design. We establish the deliverables together before the work begins.

LET’S FIND YOUR BRAND’S DEFINING IDEA

Good things start
with a conversation.

Tell us about your brand