Rebranding Campaign – Cellairis

Cellairis is a global leader in Mobile Accessories, Protection and Repairs with more than 1000 retail outlets globally. They were looking to create a new identity for themselves – one that would represent their core values and help them stand out in a crowded and hyper competitive accessories industry. This new Identity had to be a strong scalable system that translated to all their online, offline and retail collateral and be flexible enough to be timeless.

ClientCellairis ServicesStrategy, Research, Brand Identity, Creative direction, Retail DesignYear2012Linkhttp://www.cellairis.com

Cellairis was founded in the early 2000’s when their C emphasized logo mark was unique and recognizable.

As they grew and the industry grew, establishing multiple retail outlets, the C logo was an identity that was well recognised. Our goal was to evolve this identity to the next level. Understanding the challenge in front of us, our focus was to create a contemporary, timeless and unforgettable system keeping the main attributes that contributed to Cellairis’s success as a brand. Conducting extensive user interviews with the founders and the team we identified the key attributes of each of the cofounders and tied it to the brand as “CONSTANT EVOLUTION”, “AUTHENTICITY” and “GROWTH” based on their roles and personality traits as they truly represent the brand.

To define the key attribute, our idea was focussed on identifying something that "constantly evolved but was always a part of you" and combine it with the other two visually to create a harmonious identity mark.

The discovery and the ideation phase focused on creating clear and tangible ideas to represent the key attributes visually while creating a unique design for the logo mark. Hand sketching helped define a large number of options to present to the client. The circle represents Authenticity, the Shadow represents constant evolution and personality and the Ramp defines rapid growth.