Soundboks refines its branding strategy, focusing on lifestyle with a vibrant visual identity. See the design evolution.

Soundboks, the Danish consumer electronics brand, has recently undergone a significant brand refresh. Known for its "punk attitude" and strong following, particularly in the US and UK, Soundboks is evolving its image from a consumer electronics focus to a lifestyle brand. This shift emphasizes the experiences that music can unlock, positioning Soundboks as a catalyst for creativity, culture, and social moments.

The brand's new visual identity introduces a vibrant color palette. The signature color, "Ecstasy Red," is featured alongside "Smoke White," "Pit Charcoal," and "Rave Purple." The typography also receives a modern update with the use of Base Neue from Power Type Foundry, adding character to the brand's communication.

According to the provided document, the design team aimed to express "The Power of 11" (a core feature of the product and communication) in a more refined and design-focused way. This is evident in the new basemark, which draws inspiration from the product silhouette and the shape of the number 11. The basemark, along with a newly developed pattern, forms a key part of the redesign.

Alastair Oloo, Creative Director at Soundboks, explains that the rebrand aims to "elevate the brand, give ourselves more room to be playful, appeal to a wider audience, and differentiate ourselves further from our competitors." The updated imagery, shot on film, connects the brand to real-life moments of people enjoying music with friends, reminiscent of disposable camera and Polaroid aesthetics.

In summary, Soundboks' new branding and visual identity represent a strategic move towards the lifestyle sector. The refined color palette, modern typography, and evocative imagery work together to create a cohesive and engaging brand experience. The brand's in-house Creative Team, along with external expertise, developed the new look, which is being rolled out in the coming months.

More details about Soundboks' branding and visual identity can be found on their official website and social media channels, including Instagram, YouTube, and SoundCloud.

Branding and visual identity artifacts