Building the foundations of a unique solar product brand

Wedge is a soon to be launched premium rooftop solar PV product that will be breaking the mould of how rooftop solar is understood and used by consumers. It has been incubated under Startup India scheme.

Brief

Ascribe an appropriate and catchy name, design an identity that is modern yet can be considered a classic. Provide basic design guidelines for further implementation.

Process

Basis the vision and the USP of the brand a few names were brainstormed upon. A moodboard followed by identity design options were created to establish the brand values and USP.

Client Name

Autarka Inkovation Pvt Ltd

Naming

Branding

Wedge was the name the client had in mind from the beginning but we decided dig a little deeper. We finally decided to stick to the name Wedge as it sounded catchy and connected with the design of the product best.

USP - Well designed | Plug & Play | Independence (from the grid as well as human resource)

A few name options

Naming Suggestions - Wedge. Idea - We wedgeneered a product that not only perfectly fits into the niche in the solar industry but elevates the standards of how solar PV is perceived in the minds of the contemporary consumer.

Naming Suggestions - 15Dot. Idea - Degrees > Dot - ending and thereby starting of a new chapter in the solar PV industry > Precise - a precise point, especially in time > Point - This is where function meets form.

Moodboard & Mind Mapping for Brand Reach

The moodboard has keywords - Stylish, contemporary, bold, vibrant, premium, intelligent, DIY and no-nonsense with images of completely white bottles with solid black lettering, solid black packaging with deboss detailing, modular furniture, bare cardboard packaging, minimalistic house between a forest.

All the design options presented for the identity were custom designed lettering. It was decided initially that the brand needs a logo and a logotype. The logo would be required for stamping on the product as well as it is a suitable visual element for social media profile pictures.

The forms were inspired by the trademark 15 degree tilt of the Wedge PV panels.

The final logo was inspired by a metaphoric visualisation of the inclined PV panel and the sunlight falling on it. The symbol is as much a convergence of the rays as a divergence of the ultimate balance of form and function back into the world.

Keeping with the product evolution, the identity balances the classic and the contemporary. The name is borrowed from the innovative shape of the product which looks like a wedge, set to crank out a revolution in the solar energy industry.

On the left is a blue line inclined at fifteen degrees on the right of it is a plus sign and followed by a sun symbol created by multiple intersecting orange lines amounting to the final symbol of half the orange intersecting lines making a sun attached to the inclined blue line.

Final composite identity of Wedge. On the left is the primary identity with the symbol of the orange sun lines on the inclined blue line with the text Wedge on the right of it. On the right is the are the same elements but aligned one above the other with the text Wedge being at the bottom.

The Final Identity

The bottom blue line of the symbol moves in from the left of the screen and gets to its position towards the center and tilts at an angle of 15 degrees. The orange coloured lines symbolising the sun's rays move in towards teh center of the blue line creating the full symbol and the word 'Wedge' fades in. This sequence is then reversed in animation to create a loop.

Some Pages from the Brand Guide

There were discussions on the physical product design as well where inputs were shared from brand and visual design perspective, some of which could get implemented in the first phase whereas others could get implemented in the next phase of product development.

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