Libratone

Complete brand makeover: From blend in to stand out

Since 2009, Libratone has produced aesthetically pleasing hi-fi products from the basic idea of "freeing the sound" (libra-tone). Their products have won a number of design awards during the years, but thorough market analysises revealed a lack of brand awareness among regular consumers.

Under the title "from blend in, to stand out", we created a brand platform that revolves around personal expression. Libratone's products are playful by nature, and the new visual identity is designed as a representation of the brand's three core values: Bold, Friendly, Scandinavian.

Solution

In order to build the identity, we developed a headline for the tone of voice we were aiming for, called "Play whatever, wherever, whenever". This tone of voice gives Libratone a creative starting point for all their future efforts, which all revolve around personality (whatever), portability (wherever), and flexibility (whenever). The concept speaks to the design language in Libratone's products, and the goal is to give Libratone a voice that is neither judgemental nor elitist, but rather open, friendly and inviting.