Scaling eCommerce efficiently
Gooten is a Print on Demand and order fulfillment company. Based in the US, they are operating worldwide to help SMBs and enterprises scale with efficiency and overcome operating challenges with their innovative order management system OrderMesh.
The goal of the project was on the one hand to refresh Gooten's branding and on the other hand to create a branding for their new sub-brand OrderMesh: it should integrate seamlessly into the brand architecture and align harmoniously with the mother brand. The rebranding of Gooten should appeal to new customers and resonate with their existing client base, while also reflecting their business growth.
Brand Strategy
The strategy workshop with the Gooten marketing team initiated our project, laying the groundwork for brand design. Brand architecture and strategy were central elements in this branding exercise, shaping the visual and verbal identity of both Gooten and OrderMesh. An endorsed brand architecture was decided to be the best fit, reflected in shared characteristics. Accordingly, we pinpointed brand personality traits—professionalism, innovation, authority, and exclusivity—that guided us in crafting distinct identities. Gooten emphasizes scaling e-commerce efficiently and meeting diverse business needs. The right position between an elite and an approachable brand needed to be defined. OrderMesh is targeted at a more tech-savvy audience, therefore, its brand personality is centered around a more exclusive approach, which is reflected in graphics and text elements.
Logo
Departing from the Gooten logo, we designed the logotype for OrderMesh. Drawing from the circular motif in the 'G' of Gooten, resembling an 'O', we integrated this element into the first letter of OrderMesh. We also transferred the distinctive cuts from the 'G' and 'n' of Gooten to OrderMesh, customizing certain characters for stylistic consistency. This approach creates a direct visual link between the sub-brand and its master, enhancing brand recognition.
Typography
The primary typeface for Gooten and OrderMesh is Sora. For OrderMesh, we exclusively utilize the Regular style to achieve a heightened level of sophistication and elegance. Sora seamlessly complements the second typeface, Inter. Both are Google fonts, facilitating their effortless application and combination across various brand touchpoints of the SaaS company.
Imagery
The look and feel of the imagery played a pivotal role in distinguishing between the mother brand and the sub-brand. Centered on the innovative order management solution, we highlight ease of use and technology in the visuals: sneak peeks into the UI system and photographs related to technology merge to create compelling visuals. While both brands maintain the same illustrative style, their use of color differs: Gooten's visuals, with varying shades of blue, convey a lighter aesthetic, whereas OrderMesh communicates a more elite and tech vibe with its darker backdrop.
Illustration
Custom icons serve as visual representations of Gooten's and OrderMesh's identities across various brand touchpoints. Characterized by thin lines, they depict elements related to logistics, order management, and software. Brand symbols were crafted to create mockups and visualize products realistically. These symbols, tailored for each brand, can be applied to products, social media backgrounds, and other elements. As for the icons, the illustrative style remains the same for Gooten and OrderMesh, but the colors change according to the color guidelines. Fading backgrounds are another key aspect of both brands' imagery, adding depth, texture, and conveying a sense of calmness and seamless operational flows.
Based on OrderMesh's visual identity, we designed a possible UI system for the platform. Via the dashboard, we visualized how the style of the brand can be applied to buttons, tables, and icons. The dark background combined with accents in High-tech Gradient creates a straightforward and user-friendly platform with neat and professional aesthetics.
Communication
Based on their distinct brand personalities, we developed Tone of Voice guidelines for Gooten and OrderMesh to align with their visual differences: Gooten's communication strikes a balance between industry-specific vocabulary and accessible language, often incorporating stylistic elements like numerations, dashes, or colons. This approach aims to convey professionalism while ensuring clarity and ease of understanding. OrderMesh, on the other hand, adopts a more professional, innovative, and authoritative voice due to its more tech-savvy audience. Hence, higher register vocabulary is used in communication and a neutral sentence structure without rhetorical figures is preferred.
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