Railhead is an enterprising company full of engineers and tinkerers. They find a complex problem to solve in the rail industry and go to work. Their brand needed to capture that attitude. We consulted on the brand portfolio strategy and designed a brand identity that was expressed through their logo, package design system and other brand executions.
The brand portfolio needed to be focused so that the marketing effort could be effective in building one or two brands rather than fractured across eight. We updated the subbrand logos to reflect the design changes we made to the corporate logo.
Right: Old Product Brands
Below: New Product Brands
Identity in Design
We took this engineering idea into the package design by using a seal or signature of approval in the background of the package design. The orange and black band acts like a train track around the package and neatly holds all pertinent product information.
Packaging & Illustrations
We extended the package design to a representative number of designs and build a brand guidelines book to set the rules for future packages in the line. We also included specifications on product illustration and icons.
Icons & Details
The design process continues until we drill down into the most minute details. Our goal is for any designer to be able to pick up a brand guide and know exactly what to build – no questions asked.