Koala Rimplejam

The Australia-based Koala Rimplejam Company began as a specialized mom-and-pop pet-product venture transitioning into larger-scale market operations following several years of niche-market success. The company wanted to refine and streamline its identity as a reflection of the maturation of its business.

We identified Koala Rimplejam's core values as:

Uniqueness: represents trustworthiness in a niche industry
Premium: if your pets could speak, they would ask for it by name
Purity: the fruit, and only the fruit

We developed an identity strategy eschewing a conventional static logo in favor of a modularized brand identity system. The system involved first establishing a central brand element, in this case, derived from the company's initials. The angles of the K evoke the sharp acidity of the rimplefruit, while the smoother curvature of the R reflects the organic solidity of the rimplehund. This core element defined, we then placed it into three unique "logo settings," each specialized for a different application context.