hunterand blog keep it simple sensory lab bags
hunterand blog keep it simple stine
hunterand blog keep it simple to etiquette the donje

Keep It Simple; Ten minutes on all things brand design with Hunter Senior Designer, Stine Kristoffersen.

My brand design philosophy is…
Make things simple. When it comes to a brand reboot, I push to discover the root of a problem, stripping away dead wood until we get a sense of visual clarity. This lets any core messaging shine. When it comes to visual identity, a lot of brands suffer from overdoing things. They seem to add more and more clutter, ultimately creating confusion and a messy brand language. What gets me excited is stripping back the clutter, refining the way a brand looks, feels and communicates.


Maybe it’s a Scandinavian thing…
Norwegians like simplicity. We’re practical people. We don't like over-complicating anything and we're straight-to-the-point. Scandinavian design tends to be simple and clean, but it also has strong concepts and ideas. I bring a lot of my Norwegian DNA into our brand reboots. That, coupled with Hunter’s wider creative influences makes for an exciting visual melting pot. Add in strong, strategic thinking plus a fresh tone-of-voice, and you’ll find yourself with a very solid foundation on which to grow or regrow a brand.


You can see this in…
Hunter’s reboot for Melbourne coffee roasters, Sensory Lab. We effectively took them on a journey back to the beginning, ditching the results of a muddled strategy and brand identity along the way. With a re-energised positioning statement and a clean, elegant visual language with strong geometric shapes that pay homage to psychological tests, we created a strong, confident brand that let the product take front and centre stage.


We were bold…
We even took the brand’s logo off the front of their coffee bags, pushing it back to a secondary role. It was a move we made consciously and kudos to the team at Sensory Lab for going with it. It takes courage to push your logo out of the limelight. But it was a bold action that got so much social media attention. It’s funny how something as simple as that can have such an impact. The freshness of the reboot really did resonate with the public’s imagination. Yeah, i’m pretty proud of that.


It’s an aesthetic…
I’ve applied to my own jewellery business, Étiquette. Wanting to step out of the clichéd jewellery brand space, we created an identity that allowed us to focus directly on our rings. Simple. Bold shapes. Clean lines. And not afraid of using colour (simplicity doesn’t always mean black and white!) In all of our campaigns to date we’ve created little sets or environments for the rings, giving each piece a personality in a stripped back, yet dimensional way. The response has been great and it has definitely proved to be very different from the market.

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