Rebranding a company is always an interesting challenge, and when the company has been around for more than 60 years, the challenge is all the more difficult.
How do you refresh a corporate image without dismissing years of accumulated recognition and prestige? Overit designers were ready to move away from tradition and take Krackeler to a more progressive aesthetic, suggesting a transformative approach that would allow the brand identity to constantly feel as though it is evolving. The origami approach to the logo reflects the brand's ability to manipulate, alter or advance itself, showcased with harder edges, brighter colors and larger visual prominence than the original logo.
Krackeler provides more than just a catalog of equipment, but you wouldn't know that through previous web interfaces. Respect for expertise is a critical part of brand recognition, and thus the web design emphasizes Krackeler's employee base teeming with professionals involved in the research and development of the technologies they deal with.