Knowsmoke’s proprietary pilot product tests for cigarette smoke residue in vehicles to protect against the largely unknown dangers of thirdhand smoke. They needed branding guidelines to reflect the cutting-edge technology of their test kit, and we delivered.
Knowsmoke approached us with their initial brand elements, including a name, single color choice, logo, and a clear brand vision. However, they needed to further establish and strengthen their brand identity. They wanted a presence that felt scientific but still down-to-earth and human-driven. So, we found a way to portray them as a knowledgable guide that genuinely cares for their customers.
Knowsmoke establishing their brand and identity was crucial as they built up venture capital backing. We formed a solid foundation in using dynamic colors, full-spread images, and impactful text treatments that solidified the brand for efforts moving forward.
With a single orange hue as a jumping-off point, we expanded the palette to include colors that brought more breadth and kept a warmth evocative of an ember (the name of their primary brand color). We chose colors associated with the burning butt of a cigarette, nodding back to the brand’s purpose.
The font selection was vital in making a strong impact with an emotional, scientific feel. Choosing Quiroh as our primary font, the sans serif character incorporates convex end caps, feeling structured but with a friendlier face due to the subtle, curvilinear forms.
As our secondary, we chose Brother 1816 due to its clean, classic feel that balanced the roundness of Quiroh. It provided a level of structured sharpness that helped reinforce this serious subject matter.
Human-centric imagery was essential in creating this brand, especially with sales hinging off the desire to protect loved ones’ health in vehicles, whether a used car or rental service. It charges the spreads with a relatable emotion necessary to make a deeper connection.
We defined a personality true to Knowsmoke — a well-balanced presence that’s optimistic, friendly but also scientific and honest about what can be a difficult and unknown subject matter.
This was key in establishing themselves as an authority on the topic but also not alienating their customers through pompous or jargon language.
With a carefully struck balance, the brand speaks from a place of knowledge and keeps language accessible for anyone who may not have any prior experience with their product space.
A Brand Ready For Takeoff
With a solid brand established, the sky’s the limit for where Knowsmoke can go. Establishing its brand as both professional and refined while still having a core value of caring deeply about human health and wellness is relayed in its content and reinforced in visual representation.
