In-depth knowledge for sustainable brand management

Some values sound good on the ‘About Us’ page, but never really make a difference in day-to-day life. For us, one of these has now become so concrete that it requires its own application process: twice a year, we take on a complete branding project for the animal welfare organisation – free of charge. You can find out what our conditions are and how to apply here.

Those who work with us rarely do so simply because of a good offer. They are people and organisations for whom – matters more than profit, and who share their trust, their recommendations or their network with us because they believe in the same cause. That’s exactly what we wanted to address: by establishing clear, fair ways of recognising this kind of relationship, without it becoming merely a discount scheme.

Smoothies, little jokes on the packaging and a halo in the logo: Innocent Drinks is one of the most likeable brands in Europe. But behind the charming tonality lies a well thought-out strategy. Innocent combines sustainable entrepreneurship, transparent communication and social commitment to create a strong brand identity. This case study shows why attitude is more than just a buzzword in branding.

Oatly shows how language can become a brand stage. Not loud, not smooth – but cheeky, self-deprecating and clever. As a designer, my heart beats not only for the bold visual branding, but especially for the unique brand language that Oatly consistently uses. This article shows how brand strategy, tone of voice and attitude work together – and what sustainable brands can learn from it.

Pilar is a geometric sans serif display typeface, inspired by European Art Deco and made for big appearances. Headlines, logos, campaigns – everything that needs to show attitude. With four stylistic sets and several glyph variants per letter, the design remains flexible without becoming arbitrary. Developed by CSTM Fonts, people who think typography, not decorate it.

Forager is not a typeface for quiet brands. It is loud, organic and deliberately experimental. Inspired by psychedelic rock, natural forms and the design aesthetics of the 70s, it combines flowing Art Nouveau elements with the clarity of sans serif typography. The result: an overlapping display font that remains surprisingly legible despite its complex shapes. Developed by Jacob Cummings for Overlap Type, Forager is perfect for branding, editorial design and visual statements with attitude.

Social media without a call to action is like a good conversation without a conclusion. Nice, but without consequences. Call-to-actions (CTAs) help your community to understand what they can do with your content: react, save, continue reading or get in touch. For sustainable, vegan and value-orientated brands in particular, this is not about pressure, but about guidance. In this article, we show you how strong CTAs work, which types really work and how you can become visible without losing your attitude.

Hosting is more than just a technical detail. It determines performance, security, SEO, maintenance costs – and how peacefully you sleep at night. Many companies host their website with large providers such as Strato, IONOS or All-Inkl without knowing what is actually happening there. Others rely on developer hosting including maintenance and save time, money and coordination loops in the long term.

Benton Modern is a font for content. For long texts. For brands that have substance. Originally developed for large daily newspapers, it stands for legibility, calm and journalistic clarity. Not a trend font. But a solid typographic foundation for value-orientated branding.

If you want to present yourself professionally, you need not only a good logo but also the right files for it. PNG, JPG, SVG, EPS, – – it sounds like a secret code, but it’s not that complicated at all. We’ll show you which file formats you need and when, explain the difference between RGB and CMYK, and shed some light on dpi resolutions. An article for anyone who often hears „Could you please send me that as a vector file again?“ – and never knows what that means.