Branding

Cutler & Co. was a brand with a long history when we were asked to look at a repositioning to refresh it for today's market. During that process a more radical rebrand concept was developed that was too good to throw away. Hence, Cutler Heritage was born. This logo and it's strong identifier became the face of a boutique line of Cutler's best - a range of premium shirts that look back to a time where craftsmanship, fine tailoring, and classic style were the hallmarks of gentlemen's wardrobes.

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Following on from our work with Chart, this year we looked to develop a brand for their yearly concert. Chartfest celebrates Christchurch music in NZ Music Month, and capturing the local public's imagination and driving ticket sales for the event called for a fresh approach. With the added challenge of incorporating the major sponsor's logo - CPIT - and a focus on it working in a street postering campign, we worked through variations with the Chart team leading to this final logo which incorporated a strong font choice and composition and a nod to CPIT.

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Along with the repositioning of the C4 Coffee logo, one of our first briefs was to rebrand C4's range of coffee blends. The challenge was to produce logos that could stand alone but remain consistent as a whole, and work in a variety of applications. Reviewing the range we chose to rename certain blends to bring together a collection that would make sense to a consumer and offer clear options, and then worked through the research and design process to draw out the unique characteristics of each blend.

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Bike 75 needed a logotype that turned heads so they approached us to bring together an icon that would be able to be used across a range of media and offered opportunities for dimensional store signage. Inspired by classic road bike badges, Bike 75 was born - a modern crest style approach complete with custom fonts and a set of wings to ready the brand for take-off. 

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Milestone Capital is a New Zealand based investment group centred around the clean-tech sector. They are at the leading edge of investment in the businesses that are truly changing the world in which we live. When Milestone Capital approached Deflux the brief was to produce a logotype that balanced technology and nature, with a personality that resonated within the traditionally conservative investment sector.

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