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Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Gaming means gradients, right?

For the spinoff gaming brand, we went for something vibrant. This way, we fit perfectly in with the rest of the gaming space. Miterassa Gaming caters to all age groups interested in the interactive medium, so in terms of copy lines, we got inspired by the early classic Playstation ads.

Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Gaming means gradients, right?

For the spinoff gaming brand, we went for something vibrant. This way, we fit perfectly in with the rest of the gaming space. Miterassa Gaming caters to all age groups interested in the interactive medium, so in terms of copy lines, we got inspired by the early classic Playstation ads.

Enrolling in and winning the Design Masterclass programme in June 2020 has made Dipperfox a textbook example of design thinking and user focused product development. They unanimously won both the jury’s and audience’s grand prix at the end of the 9-month development programme and are continuing to invest in design. A smart move that has put them paces ahead their competitors.

Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Gaming means gradients, right?

For the spinoff gaming brand, we went for something vibrant. This way, we fit perfectly in with the rest of the gaming space. Miterassa Gaming caters to all age groups interested in the interactive medium, so in terms of copy lines, we got inspired by the early classic Playstation ads.

tangible efficiency growth. Local association members don’t have to deal with things they have no idea and can instead focus on the job at hand – supporting forest owners through the single process of unified timber sales.

Tarmo Lees

The Estonian firewood producer Kroonipuu had found success through good management and innovative products, growing to become the country’s largest birch exporter. But they needed to be recognisable globally for their range of unique firewood innovations.

To stand out in a competitive market, Kroonipuu needed a strong consistent identity to connect their patented products – the classic ‘Star Log’, their staple ‘Nordic log’, the long-lasting ‘A-log’ and their decorative ‘Candle Log’. As well as an umbrella brand that looked individual and showed-off its heritage – after all Nordic and North European trees, and firewood, are renowned the world over.

 

Being outdoors and sharing a fire with friends and family on a chilly autumn evening.

In our research for 5StarLogs we found that many firewood brands look very formulaic (without much design consideration) and it is often consumer habit and point-of-sale placement which dictates saleability. This lead us to consider not only the product’s utility, but the emotion which comes along with being outdoors and sharing a fire with friends and family on a chilly autumn evening.

These feelings are conveyed by a simple formula for design – including a strong stamp-like logo – which would work in storage warehouses and shop floors as well as dark sheds and garages. And because 5StarLogs is sold all over the world we needed a set of icons which could easily describe functionality without relying on English descriptions.

The highly visible yellow and black were used due to their semantic references in the varied markets in which 5StarLogs would be sold. In Western cultures these colours mark something to be handled with care and responsibility, while in Arabic cultures yellow is the colour of nature and autumn. This supported the emotions which 5StarLogs wanted to construe – a sense of trustworthiness and safety.

The outcome has been that 5StarLogs is now sold in Europe, Saudi Arabia and is the largest birch firewood supplier the USA. Having received many 5-star reviews, sales of their products are growing. Making Estonian innovation and firewood a benchmark in the market.

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www.5starlogs.com