The making of the Qubo-3 corporate identity

With the working title Oxxi in mind we are trying to find the right mood for the style. Simultaneously, we also try to play with other names.

The client decides on the name—it’s going to be Qubo. The art director suggests to add 3 at the end to symbolize the volume. Looking for associations, images, and rhymes for the name Qubo-3.

Switching to vector drawings and continuing the search. Balls, hoops, sport, air, lightness, nature, molecules, cell division—we are trying our best to capture the right direction.

First options are starting to show up that are adequate for our task.

Ultimately we cut the short-list down to three items. Preparing them for demonstration to the client.

The client likes the one with the letter Q that looks like a dividing cell. Trying this approach for ads and packaging, looking for a way to maintain clarity and naturality while keeping in line with the sport and health theme. Preparing presentation templates for the client.

At the same time, thinking over the packaging.

The packaging must not be bulky, should be easily assembled, be comfortable to carry and has to look good on store shelves. Trying out both simple and complex approaches.

Experimenting with graphics, pictures and typefaces.

After searching for a while we decide to settle on two options—a box and a bag. The art director asks to add a rabbit to bring in some informality.

The client likes both options. Time for a photo shoot!

We decide to “grow” the grass ourselves, not to burden the photographer. It will also make it easier to work with the different perspective of objects.

Returning to packaging. Trying out the sturdiness of the bracing, the handle, as well as different ways of assembly. Out of interest trying out not just the bag, but the box as well. The former turns out to be stronger and more stylish.

As we go, we come to understand that the packaging needs to be strengthened by additional “wings” that would hold the product.

It becomes clear that we have overcomplicated the packaging. We decide to put the cushion in a pouch that will be tied to a side of the bag. Preparing the sewing pattern, assembling the brand book and sending to the press.