This project involved refining both the branding and CI to establish a clear path and identity for entering a new market without abandoning the existing customer base. At the same time, it adds a sense of global appeal that enhances credibility.

Venz has been around for over 30 years, starting out by selling industrial products such as motors, water pumps, and industrial fans.

One day, the management team decided to break into the larger B2C market. They planned to use their experience as both a manufacturer and distributor of industrial products as a core strength, while creating well-designed items that could be sold at higher prices and boost profit margins.

However, the old Venz logo was clearly unsuited for use with Linear, a product designed by CED. Because of this, updating the CI and branding was the first step.

We chose not to introduce changes that would be too drastic and risk alienating long-time customers who might no longer recognize the brand. Instead, we made incremental adjustments, preserving some familiar features of the old logo so customers would still feel connected. We also added new elements that both CED and Venz wanted, ensuring that when the final version was rolled out, both old and new customers would find it recognizable.

The result is shown in the image above. We applied this new logo across various media, including the products themselves. In line with the concept agreed upon with Venz, we minimized bold, oversized branding on the products, opting for a refined approach. Rather than printing a full-color logo, we used differences in matte and glossy textures to create a subtle yet classy graphic presence.