Else Labs: Naming and branding for Internet of Things startup
Services:
Art direction
Branding
Logo design
Company naming
Web design
UI elements
Print materials
Exhibit
Apparel
Else Labs is an Ottawa, Canada-based Internet of Things (IoT) startup aiming to empower people to live a more balanced life by introducing home automation devices that successfully combine technology with familiarity.
Oliver, an automated cooking device is their first product. Oliver is a one-pot cooking appliance that frees up time, simplifies the cooking process, and encourages people to make healthy choices. Unlike other kitchen appliances, Oliver uses an automated system that considers the cook time and temperature for each ingredient ensuring perfectly cooked and delicious meals. Oliver’s industrial design (by Matter) uses the warmth of wood, and the familiarity of a traditional pot, alongside glass and new technology to define a compelling aesthetic for the future of cooking
idApostle was engaged in developing the company name and branding. The name was formed from the concept of a new direction, of discovering what’s next, of options, and better solutions … of something else.
In keeping with the new company name, the branding was designed to be clean and modern. The logo plays on the three dots of an ellipsis, indicating that there is more to come and that Else Labs will deliver the future to our homes. Natural colours are used to encourage associations with health and nutrition, alongside plenty of whitespace to reflect simplicity.
Oliver has received attention from publications including Business Insider, CNET, and FastCo Design. You can join the waitlist to pre-order Oliver by Else Labs here.
Khalid Aboujassoum demonstrating Oliver. Image courtesy of Else Labs.
Two sets of business cards were printed. The ones with the images of Oliver are handed out at demonstrations and trade shows to aid in product recall where the others are designed to spark curiosity.
Khalid Aboujassoum with Ahmed Noman wearing the curiosity-raising ‘I know Oliver’ t-shirt designed to encourage engagement at trade shows and product demonstrations. Image courtesy of Else Labs.