This client already had a large distribution consultation company, but they were launching a new product with a completely fresh approach. It leveraged machine learning algorithms to optimize the end-to-end process for shipping and warehouse companies. They needed a new product name, a strong brand identity, and a structured way to present its many capabilities.

A key aspect of the final brand was personification and personality, making something unfamiliar feel relatable. This approach challenged conventional thinking in a traditionally conservative industry. By subverting expectations with a bright and cheery identity, the brand made a stronger, more memorable impact.