Suklab | –move | Creative Brand Consultancy

Laying the Foundations

When we collaborate on a project of this kind, the first step before working on the identity is to identify the truths that will attract the brand to its audience. Keeping the "fast good" and delivery market in mind, we explored with the Suklab team to see where they wanted and could position the brand, and what authentic personality elements to enhance and actions to implement.

Thus, we began a journey by looking a little outward and a lot inward to shape Suklab's value proposition and personality. This is a brand that wanted to stand out in delivery not only for its relaxed and positive vibe but also for being supported by a high-quality menu.

Creating New Tools

At this point, we analyzed the brand's identity, communication tools, and narratives throughout its history. Did the previous work reflect this new positioning and transition to delivery? After weighing the pros and cons, we decided to start from scratch, building a new visual identity, narrative, and communication messages that would help us attract that audience, convey the necessary ideas, and highlight our strengths.

Our main tools are always graphics, color, typography, and images that accompany the messages. For this, we wanted to contrast the dynamism we felt this brand needed with strong typography and a very calm, pastel color palette associated with imagery that evokes high-end pastries and gourmet products.

A Mutant Brand

We began by building a new brand with a streetwise character, one that sits between the style of a graffiti artist’s signature and the graphics seen on streetwear t-shirts. To achieve this, we looked at how these types of brands and cultures transform their identities, taking the concept of "versions" of a brand further to create entirely different brands. These different textures help us construct patterns and tools where using the different brand variations gains strength and coherence as a whole, rather than in their individual expression.

Shout it out loud

Suklab is a brand that has something to offer in the restaurant and delivery sector, stepping forward confidently and remixing fresh ideas and travel-inspired formats with genuine cuisine. Let’s say it loud and clear! We designed a tone of voice and a set of messages to convey the character and personality of the new Suklab. Within the graphic system, we also created tools to insert information and messages in the form of "stickers." These help us easily layout messages, draw attention, and continuously reinforce our brand's mission statement.

Designing the Experience

A brand becomes real when it is experienced. In a project like Suklab, we understand that the three fundamental pillars of experience are when our audience interacts with the physical location, engages with its communication tools and digital platforms, and receives their order at home. Among these, what sets Suklab apart is that it's not just a brand existing in the digital/delivery realm, as is becoming common with many brands. Therefore, the implementation of the brand in the physical location is crucial.

Brand in progress

With all its communication tools and messaging strategies in place, this new Suklab is now better positioned to compete in the delivery world and attract both local visitors and customers ordering from home.

Today, it's crucial to view brand transformation as a process rather than an event. Therefore, Suklab, with its new brand platform, is prepared to evolve continuously and carve out its own path by adapting to new communication needs and market dynamics. Suklab is evolving with the aim of sustainable and organic growth, adapting to local supplier environments and audience preferences.