Explore the early concepts that directed the final Seras branding. Concepts were applied to the name Sustera, a temporary naming idea for visual purposes.

Starting with a series of early creative concepts to reflect the desired boldness and challenge industry norms, I illustrated a forward-thinking approach with a non-generic leading arrow icon, embedding a star in the negative space to symbolise leading the way in the industry.

This circular icon created a very strong lock up which sat beautifully with the subtle curves and roundness of the wordmark.

The color palette experimented with a unique blend of colors, which could be applied as stand-alone block colors or as a gradient mesh.

Creating a unique and recognisable arrow was a challenge due to its distinct shape. Any subtle adjustments to the generic arrow shape quickly resulted in it becoming, well, not an arrow. The goal was to think outside the box and create something more abstract while still remaining recognisable as an arrow or a suggestion of forward movement.

The color palette was toned down but remained bold and recognisable, ensuring it would stand out in the fuel industry.

This concept featured a minimal, streamlined arrow icon with a distinct curved stem and rounded point. Though closer to a typical arrow, it maintained a unique and distinguishable appearance when paired with the wordmark.

This concept also explored how we could introduce organic photography to add another dimension to the brand, influenced by the environment and sustainability.