We set out to create a distinctive visual identity that would reflect both the brand and its founders: approachable, reliable and practical. At the same time, we wanted to bring some personality and emotion into a category that tends to be rather cold and technical.

We created a custom wordmark that brings the meaning of the Czech word “srst” meaning “fur” directly into the logo. We appropriated an existing font and turned its ink traps into tiny strands of hair. The idea soon grew beyond the wordmark, giving rise to a furry brand mascot and a set of equally furry patterns.

We also designed templates for B2C and B2B communication, social media and merchandise. Everything was wrapped up in a concise brand manual, accompanied by a simple tone of voice guide that helps both new and existing employees understand how the brand should look, feel and speak.

A modern, confident and memorable brand that brings emotion, colour and a healthy dose of playfulness to an otherwise rather cold category.