Square 
Dranken

Concept and rebrand of a leading wholesale company.

Introduction

Square Dranken Nederland BV is an international wholesaler of spirits, wines, and beers. The company is part of the B&S Group, which has multiple BU within it. Square Dranken is one of these, and while I was working in Osudio, we had the possibility to create a white-label User Experience wireframe that we reused on multiple BU.

Project

The client needed a refresh of its brand. I had the possibility to work on a concept that made me come up with two strong solutions I presented directly to the client in Groeningen. Once they picked their favorite direction, I also got asked to create the new logo, as that was not matching the new look and feel of the website.

Challenge

As for other projects, Square Dranke is part of B&S, so as I anticipated above, I had the constraints of the same wireframe used on other BU as well. This was a challenge, but the good thing is that the outcome was good and the client was able to restructure its brand as well.

My Role

I had a role that was crossing between the Art Director and the Visual Designer. I created a rationale, mood board, and concept that I presented and defended. After reaching an agreement I created the assets myself for the User Interface. Once that was complete, I focused on the creation of the new Logo.

User Interface

The UI is pretty simple and straight-forward, but it reflects the essence of the brand. The blue is prominent, but the yellow for some details, creates the correct contrast in the overall composition.

Homepage

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Product Detail Page

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Branding

Their old logo was a bit static and out of fashion. I proposed a soft rebranding and redesign of their logo, showing multiple possibilities and directions. They eventually picked Proposal #4.

Logo Design

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© Marco Madonna Digital Designer - Portfolio 2023