Seeing the possibility in everything

Turning uncertainty into opportunity, Alquemy conceptualises products for the modern home. Founded on a diverse background of in-house and consultancy experience, this industrial design studio has fine-tuned a scalable design process and versatile toolkit layered with insight, strategic thinking and experimentation.

Challenge

Hindered by limiting definitions of industrial design and an outdated visual identity, Alquemy noted that, despite the team’s values and expertise, its contribution to the branding process was often undervalued by clients. To attract and develop long-term strategic partnerships with clients granting greater creative freedom, it was necessary to redefine and reposition the role of industrial design itself. We viewed this brief as an opportunity to challenge conventional industrial design aesthetics by steering clear of cool greys and “playing it safe”, capturing a sense of optimism rather than a sterile or corporate feel.

Solution

Our goal was to cultivate trust in design expertise among funded start-ups, SME marketing and product managers, and time-poor CEOs. Rooted in the metaphor of alchemy, transforming raw ideas into refined outcomes, the identity reflects Alquemy’s ability to distil a brand’s essence into tangible products and experiences. This concept is brought to life through a confident, minimal logo system, dark and immersive art direction, and a deliberate interplay of motion and material.

Delivery

  • Brand
  • Positioning
  • Art Direction & Photography
  • Copywriting
  • Website
  • Social

Monospaced details

Typography complements spacious layouts with a strong hierarchy. A nod to precision and engineering, the use of monospaced type for technical specs strikes a balance between creative expression and functional clarity.

Motion graphics

Additional digital extensions of the brand expression include sketchy loading animations, letter scramble hover effects, and embedded video, which mirror the investigative and experimental nature of industrial design. Meticulous attention to detail and technical sophistication differentiate the site from competitors that may rely on more generic or templated digital presentations.

Demystifying industrial design

Communicating value through premium positioning, we built a brand story around Alquemy’s ability to transmute a brand’s essence into beautifully crafted products and brand experiences. Messaging maintains a modern yet inviting tone, encouraging visitors to linger, discover, and ultimately connect. Where credibility and sophistication were once lacking, the rebrand introduces structure and fine-tuned details that demystify the design process in a layered and engaging way.

Non-linear logo mark

The identity system combines wordmark and logo mark, with solid fill and outline alternates. The wordmark’s custom letterforms feature a ‘Q’ that draws from the on/off buttons associated with home and appliance products. The dynamic outline logo mark variation, which takes the shape of an ‘A’, reflects Alquemy’s core ethos of experimentation and adaptation, with twisting and expanding proportions that shift shape to clarify complex processes and detail points along the ever-changing path to innovation.

Dark and immersive art direction

Contrasted against polished renders and concept sketches, studio photography offers an intimate, behind-the-scenes view with stylised imagery that captures the team’s human touch and involvement throughout the process. Like gold from base metals, abstract textures suggest the transformation of design ingredients into finished products.