Camina Lab brand

Camina Lab is a new company, so we started the brand from scratch with absolute freedom. We analyzed the competitors to learn from them, and to approach the brand from a completely different angle.

We distilled two visual clues from the analysis, that would inform the final design:

➡Do not use the color green Green is the color chosen by the most prominent companies in the sector. We could follow their lead to associate our brand with them, but we want to be seen as a disruptive startup, we don’t want to follow the rules that big companies have set.

➡Do not base the logo on references from plants or sprouts Conceptually it makes a lot of sense, because we talk about “seed accelerators” and therefore the association is very direct. But when several companies in the sector have already used the same idea, it loses originality.

The brand values guide and inform the design and messaging. This goes beyond the logo, and also includes copywriting, colors, typography, choice of images, icons, and illustrations. Consistency among all these elements is key.