I had the privilege of working on a logo and brand identity project for Closed Loop, which included creating two distinct brand identities - one for Closed Loop and the other Simply Cups. The client's objective was to freshen up the brands' look and feel, rather than a complete brand evolution. To achieve this, I worked closely with the marketing team to understand their vision and design preferences. The original logo with rotating arrows was a critical element to maintain, as it was already a recognisable visual cue associated with the brand. However, I modernised the font and created a cohesive brand mark style that seamlessly matched both Closed Loop and Simply Cups. For Simply Cups, I incorporated the rotating arrows as a lid and the overall shape as a cup with a updated proportional finish. This design decision allowed the brand to be instantly recognisable, while maintaining company's core values of sustainability, innovation, and circular economy.

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Throughout the design process, I was mindful of the importance of creating branding elements that would resonate with the target audience, while avoiding the risk of alienation. Ensuring that I established clear brand guidelines that provided consistent and effective direction across all marketing channels such as business cards, letterheads, credentials, and presentations.