Before Siiip, there was just a business concept. We needed a name that hit a wide array of goals, including being distinctive, short and memorable, product-specific, likable, and original, all while lending itself to a rich brand identity.
Next, we needed to build a ground up visual identity that allowed Siiip to immediately be welcomed and trusted by potential customers. Our identity would need to thrive through the brands growth into multiple sectors, from breweries to coffee shops and beyond, while also resonating with both users of the platform and merchants hosted on the platform.
To accomplish this, we needed to come off as simple, elegant, & intuitive first. We knew showcasing the power of connection & community, through being friendly and approachable was key.
We started with brand and competitor research, refining our vision for the brand and how we would differentiate from our competitors. We compiled a list of over 100 names, narrowing them down to the 3 best options, and eventually, Siiip!
Next, we built mood boards, paired with color pallets and boiled down copy from our brand discovery to visually and verbally define the brand before the pencil touched the paper on a logo concepts.
In the end, our brand mark lightly touches on retro branding from a vintage beverage market, while pulling that feeling into a modern, professional, neutral, and trust-building affection. The softened typography plays well with our letter combination, and the upwards motion of the mark builds energy, excitement, and positive emotion.