Cabka

Impact as what transformation leads to

The central idea for the new brand was Transformation: a double-sided concept affecting the client’s performance when incorporating CABKA’s products into their chain and, at the same time, making reference to the distinguished added value of creating products out of waste.

The narrative sets Transformation as the north star of innovation, and design is what brings it to life. It suited the company spirit, because it expressed their characteristic resourcefulness and relentless attitude, how they explore and innovate to deliver performance and impact.

This concept was encapsulated in the tagline for the new brand: ”Transformation matters.” Conveying commitment and resolution with their central value and working as a statement, the use of the word “matters” expresses the centrality and relevance of the material their activity is centered on – plastic waste.

A significant visual language while keeping the simplicity of its visual identity

Although the visual language needed to be created from scratch, the logo in particular had a level of distinction and simplicity that made sense to keep. So we restyled and evolved its look by making it look lighter, refining its strokes, and changing the typography for a geometric sans, which provided better readability. The result is a more stylized and contemporary brand.

Cabka’s new color palette looks fresher and more varied. We adjusted the main red so that it wasn’t so vibrant, and softened the black to a dark grey to achieve a good visual balance. Additionally, a palette of secondary colors was added, whose function would be to communicate and help distinguish the different product families among the company’s portfolio.

The visual language was based on a set of graphics that added dynamism and personality to the brand. Based on the idea of transformation, the idea of movement is palpable through the movements captured from one shape to another.

A clear tone of voice that adds differentiation

A tone of voice was also developed for the brand, based on the values of the new brand and the company strategy. A set of key messages was defined that were applied in several corporate applications: in the company presentation, in communication collaterals and across the website, to help convey the narrative of the brand and the company value proposition in a differentiated and compelling way. All the messages created put transformation as what Cabka masters and offers, to every partner, expressed as a high concept that brings progress and that the whole company strives for and pursues in everything they do.

A structured customer-centric commercial communication

In the commercial communications, the secondary color palette was used to add more impact to the compositions. We also added motion to bring dynamism to the language and make it stand out on social media.

At the same time, we composed a set of icons that provide order and information to the product range. The photography art direction uses framing and depth of field to refocus and emphasize the value of product design.