Problem: COVERLY, a Sri Lanka-based print and packaging solution provider, faced intense competition despite offering high-quality services. COVERLY wanted to redefine the way they appeal to the public in both visual and emotional ways while highlighting their quality work. They wanted to differentiate themselves and express the simplicity, transparency, and friendliness at COVERLY.
Scope: Core Values, Positioning, Identity Design, Brand Guidelines
Solution: During a discovery session with the CEO of COVERLY, he mentioned that “We are simple. Unlike most other printing presses, we simply don’t want to overwhelm our clients and lure them into buying more unnecessary things that they really don’t want. We just want to be the coordinator between our client and our client’s client.”. This simplistic philosophy, along with the research insights, led to a strong brand strategy, which later inspired COVERLY’s simple, minimalistic identity design.
Logomark: The logomark of COVERLY drew inspiration from the purity of the brand. It takes the form of a bold reinterpretation of a standard crop mark commonly seen in print and packaging. This expresses COVERLY’s commitment to providing customers with just a blank canvas, with them being in the corner along with the technical tools. The idea of giving customers the freedom they deserve while allowing them to bring their authentic ideas to life through printing is communicated through this logomark.
Visual Language: In order to represent the brand values simplicity, unbiasedness, transparency, and friendliness that define COVERLY at their core, the visual language and identity system were designed using everyday defaults. It consists of default typefaces, default colors, default alignments, and default everything. This usage of default everyday things simply explains the straightforwardness of COVERLY. Grids used in COVERLY’s visual language serve not only an objective purpose in terms of the design’s function but also an aesthetic purpose in terms of pleasing small business owners, who are the target audience of COVERLY. This grid creates a sense of transparency, unbiasedness, and expertise of COVERLY in the printing services industry.
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COVERLY
COVERLY, a print and packaging solution in Sri Lanka, aimed to stand out in a crowded market. Choosing simplicity, transparency, and friendliness as their guiding principles, the CEO wanted to play the role of a guide, avoiding overwhelming clients with unnecessary choices. This approach inspired a strong brand strategy, shaping COVERLY's simple and minimal identity. Speaking of the logo, a bold take on a crop mark, signifies offering customers a blank canvas for their ideas. Using everyday defaults in the visual language, COVERLY communicates transparency and expertise, especially to their small business audience, with a carefully designed visually present grid.
