Rebranding & webdesign to attract a younger target audience
The purpose of the rebranding is to connect with a younger target audience.
Problem statement
In the face of growing digital trends, the printing industry is losing its touch, especially with a younger target audience. While Antop is a more traditional company, digital printing solutions are often easier and quicker than visiting a physical store.
Objective
Rebranding Antop as a whole involves creating a fresh silhouette that appeals to a younger target audience, encouraging them to visit the physical store. The website should be designed to quickly provide information and facilitate easy communication to initiate collaborative projects.
Current brand colours
The current brand colors have a pale yet aggressive tone, lacking the energy that the company embodies. It exudes a sense of being ‘dated’ and fails to inspire. It lacks the fun factor and overall feels more traditional.
Updated brand colours
To appeal to a younger target audience, the color palette has been changed to a more fun and energetic scheme. Green is now the primary color, complemented by a warm saffron tone, creating a playful look.
Doodles & patterns
To create a playful look and display creativity, simple illustrative doodles and artworks form the foundation of the brand. They often depict metaphorical imagery to appeal to a younger target audience who can identify with them.
Typography
To build on the doodles and their playful style, typography played a pivotal role. Shrimp, a bold and quirky typeface, is used to convey precisely that. It maintains a modernized touch while also providing a dynamically playful look.
Structure & wireframes
Before creating stylistic webpages and wireframes, the website architecture had to be mapped first. Linking pages and content together and lay emphasis on important cornerstone pages.
From there, high-res wireframes are being made to provide a good view on how the website would work and how users will find their information.
Visual design
Once the content was mapped, the structure approved and walking through the prototype with Antop on location, the design stage was up next. Creating visually appealing designs that match the branding and appealing to a younger target audience.
