the ask
Brand the house. Create a visual identity for the umbrella “Alterna” brand to be used across print, packaging, digital and in-store/in-salon.
challenges
Respecting History
The Caviar brand had a well-established visual identity, one that already represented Alterna for years. In addition to giving appropriate space for the sister brands to shine as necessary, the Alterna brand identity had to respect and enhance what was already known by Alterna customers, especially at the B2B level.
Giving Space
The two brands under Alterna had strong, colorstory-driven identities. This umbrella identity had to encompass both of them, but still feel identifiable.
solution
Working with a small design team at Alterna, I created a brand visual identity that emphasizes white space and distinct typographic placement to feel minimal and elegant. Almost all materials lead with white or a light gray, or use branded visuals as texture. This allows the vibrancy of the brands under Alterna to shine.
The brand was well-received by existing customers internally and externally, and provides a neutral yet powerful platform that has led to increased brand growth.
