Fuel is a manufacturer of charging accessories competing in a crowded market. We stepped in so they could stand out, not only by re-designing the product line (and netting them 5 patents along the way), but by totally overhauling the entire brand. We created a fresh, iconic and ergonomic form language that drove and supercharged an entire suite of products including cases, stands, chargers, and storage solutions.

This was one of these projects where a great relationship with the client really paid off - we were in a comfortable space to say “while we are doing ID work, we really feel your logo doesn't match up to this new direction, can we overhaul everything to the same standard?”

Our unique position of running a concurrent rebranding campaign for the company enabled us to  develop a logo and 2D graphic style that complements the new design language, resulting in a complete and cohesive ecosystem.