Keeping it both modern and classic
Along with the development of the new version of the Audiocase, we have been working on our visual identity and the storytelling of our brand.
Our ambition was to make the visual elements such as pictures, font, shapes and colours complement the aesthetics of the speaker and the story behind it. Here are some in depth thoughts about the new look.
The Audiocase is a product that builds upon hi-fi and music gear evolution. The design of the case itself is a reference to old music gear and in combination with the high quality performance it stands out as a modern in- and outdoor sound system.
With the visual identity, we wanted to embrace the historic reference without getting nostalgic. We have chosen Druk as typeface and a wide sans serif that has a bold and masculine expression, which complements the product nicely. Just like the case, it feels modern and old school at the same time.
When it comes to colour, we wanted to have something iconic that could help the product and identity stand out. Back in the days orange was used to mark the play button on record players, walkmans, discmans etc. We were drawn to the idea of using the cultural connotations of orange in connection with hi-fi and interpret it into the Audiocase signal color. Orange, black and white in combination works as a bold, yet balanced colour universe.
Music has played a big part of the inspiration for the branding, and have influenced many of our choices. We decided only to use real musicians and users of the Audiocase as characters on our website and print materials, because we wanted to show the integration of Audiocase in the music scene.
It’s all about music!