Life Time LED found us while seeking a branding partner to help them define and design a new lighting technology brand created specifically for craft cannabis growers. Their technology and product quality is far above the industry standard so our main objective was to create a refined name and identity that commands premium pricing while setting them apart from their competition.
Naming, Tagline, Brand Architecture, Visual Identity System, Web Design, Motion Graphics
Rani Sweis, Creative Direction
Hermes Mazali, Art Direction
Emiliano Carbone, Design
Kathy Morgan, Strategy
ANDREW BERNAL, CEO, KOROL
Inspired by the mesmerizing redish hue of the lighting technology, we challenged ourselves to come up with a name that captured the vibe of that hypnotic glow. And given the predominantly male demographic of the at-home craft grower calling it Coral, pink, or purple just wouldn’t have been the same. Neurologically the brain registers the inflections in the K as well its appearance as masculine. By swapping the C/A for K/O we were able to give the colorful vibes and appease our macho audience. Best of all we were able to quickly trademark it because of its made-up nature.
It was time to turn the lights off on their generic, outdated logo. We crafted a story-filled brandmark that communicates the value of the brand. The K-Ray logo and wordmark evokes Korol’s uncompromising quality and looks absolutely stunning, day or night.
Korol’s verbal identity is the foundation for which everything has been designed around and is a hybrid of both of its co-archetypes. The bold and confident copy is evocative of the primary “Ruler” archetype. And the witty humor brings out the brand’s “Artist” persona.
A good logo plays a critical role in the company’s identity but it’s not a brand’s only asset. Rather than putting so much emphasis on the logo, we strive to create a unique visual system that is implemented across all mediums. Korol’s signature pattern, gradient, and bold brand language make it instantly recognizable and unforgettable even when the logo is not present.
Someone will be in touch very soon.