notlikeService 01
Brand & Identity
The name, the mark, and the one sentence everything else inherits.
What we do
We start before there is anything to design — with a name, a way of speaking, and one true line about what the thing actually is. Every decision downstream inherits that line, so we would rather spend a fortnight here than unpick it later.
Then the mark, the type, the colour, and the rules that keep a business card and a billboard sounding like the same voice. We build systems a small team can run without us, because you will live with this far longer than we will.
What you get
- Naming and verbal identity
- Wordmark and logotype
- Type and colour system
- Brand guidelines
- Stationery and templates
Kettle
The problem
A serious roaster with a name three other cafés already used, and a logo made in a hurry.
What we did
Renamed it, drew a wordmark that survives being burned into a cup, and wrote the voice for the bags and the menu.
What happened
Picked up by forty cafés in a year — none of whom had to be told what it was.
An illustrative example — swap for real work.
- 01
Get close
We come to where the work actually happens — the floor, the kitchen, the warehouse, the repository — and stay longer than is polite. The story is almost always already there.
- 02
Find the true one
Then we argue about it. A borrowed story fails on first contact, so we would rather lose two weeks here than sell you something that dies on the shelf.
- 03
Make the mark
Name, type, paper, site, edit — all of it set against that one story. This is the fast part, because the decision that mattered was already made.
- 04
Carry it out
Through the launch and past it, until the last handshake. The studio that found the story is the one that sees it land.