Working on a minimalist brand identity such as this really challenged me to consider the "why" behind my design decisions. Rather than relying on instinct, I had to be very intentional with every aspect of the branding to make sure that every facet spoke to the nature of the company. I hope you like what I came up with.
The direction for Welle’s branding takes its inspiration from the elements of nature - brown soil, green leaves, red earth - and aims to tie these elements up nicely and cleanly. Taking this direction enables the branding to reinforce the core principles that make up Welle’s business model. In addition, the direction aims for an intimate and natural feel, not obscured by extravagant shapes and overwhelming colors.
In the end, the design direction takes after Welle itself - simple, clean, and refreshing.
Welle is a brand that promotes nature and simplicity - it’s only logical that their logo should reflect that. This logo is made from a modified Miller Display, customized to fit with Welle’s connection to nature. The leaf shape serves multiple purposes, not the least of which is once again reinforcing the natural element. It also connects to another letter to form the silhouette of a young plant as it first breaks through the ground and into the world. This creates a sense of youth that is both timeless and sophisticated.
All together, the various elements of this brand identity come together to represent a brand that is clean, natural, and deeply in touch with the earth.
