Rebranding: Visual Identity, Graphic Design, Web design, Package design
Personal Project
Date: 02. 2022
Simple, Reliable, Affordable, Smart Products
Geeni Smart Home is a leading innovator in the smart home security and appliances field. No problematic hubs or tricky installations, just plug in and connect. Geeni is a leading open price point for smart home products and a growing line of unique goods to keep up with the ever-changing market.
The main goal of this project was to develop a creative and professional visual language. The challenge was to create a playful yet serious, reliable, and modern visual identity.
I designed a new brand identity for Geeni. My goal was to both stay true to their roots of playfulness, while pushing for modern and secure aesthetic. Previous Geeni logo had difficulties when applied on package or product due to its inconsistent letter shapes. For compositional flexibility across a wide range of brand applications, the new Geeni brand identity utilizes bold capital letters for logo that is cohesive and versatile.
The motif of the logo began from the roof structure which represents the vision of a connected smart home. Inspired by the stable roof structure, the three lines that evenly divide the space symbolizes security, harmony, and connection. By merging the three lines with the letter "G", the new Geeni logo identity is simple and bold that embodies modernity, honesty, and liveliness.
Custom-made typeface
The new logotype uses custom typography with rounded corners, capital letters, and symbol “G” to create more legible experience and elevate the design. when I was crafting unique letterforms, I added generous spacing, which allows clarity at small size in the digital world
Less is more
In the process, I observed the construction of the previous logotype. The previous logo embodies childish and quirky characteristics. My goal was to enhance the design by making the logo feel playful, yet minimal.
Bold & Cohesive
The main problem of the previous logo: no matter how the logotype is used on the product, due to the logo’s inconsistent construction and letterforms, the logo naturally had many dead spaces. My solution was to develop the new typography that seems larger and cohesive in the same size.
During the design process, I created Geeni’s main pattern and geometric shapes based on Geeni's new logo. The identity elements are based on flexibility and playfulness. As a result, the new Geeni identity is more cohesive all around and sends a stronger message about the company.
Package Redesign
Redesign the Geeni package for their smart home line. All packaging components come flat-packed and the main box made from raw cardboard and the No ink intervention to get rid of the carbon footprint of the final product. The design process focused heavily on reducing shipped air to the ultimate minimum, and ensuring the pack is easily recyclable worldwide and contains zero plastic. The new packaging is 30% reduced size of the previous version, which not only reduces both material use and production cost — but also doubles shipping density.
To communicate the brand clearly, its packaging is used as a canvas to deboss big size of logo on the both of side.
Pattern Design
I wanted to create a pattern to help visualize each of the smart home categories. I created a pattern system based on unique shapes from a house roof and Geeni letters, symbolizing the categories such as Camera, Sensor, Lifestyle, Lighting and Power in Geeni. The pattern adapts and changes on various applications, such as box and website.
Icon Design
The geometric lines contained in the logo became the inspirational basis for the creation of all brand identity elements. It shows up in both complex compositions and simple forms, such as icons. This way, the brand is able to communicate with the consumer, not only through the logo itself but also through other graphical elements. While keeping the logo design intents like 45º oblique line, end line and round corners, I created family of icons.
