The Challenge
The challenge was to create a technology brand that felt both innovative and approachable. The identity needed to communicate simplicity without relying on typical tech aesthetics, while introducing a distinctive concept that users could instantly recognise and remember.
Design Approach
The identity was built around the metaphor of the genie and the magic lamp as symbols of effortless problem-solving. A clean typographic approach reinforces the product’s technological character, while the custom “e” subtly transforms into a fluid shape inspired by the lamp and its rising smoke. The result is a minimal visual identity that balances functionality with personality, making the brand feel both modern and memorable.
