Armed with a well written brief (and samples of the new range) we were approached to start the process of name generation and brand creation for an eclectic contract range designed exclusively to meet the varied demands of the international hospitality industry.

The initial naming process was a challenge as we grappled with various options that would capture the inspiration of six contemporary designs and 21 colourways that were guaranteed to complement any commercial setting. We unanimously decided on “Vescent”, shortened from the term “effervescent” which captured the reactive process and energy release that inspired the organic and structured designs.

After settling on a uniquely created and distinctive font for “Vescent” we turned our attentions to brand creation for the six designs – Linea, Arbor, Nebula, Calx, Vapor and Nexus. The collection of three structured and three organic designs lead to the creation of six very different logos each designed to capture the essence of the individual range designs. Each was smart, modern, unique and of course stylish. Once we had the collection branded we turned our attentions to the launch material.