AELi Brand Revitalization
AELi provides food waste solutions by turning waste into renewable energy. This established company with a long history lacked a strong brand design to match their impactful mission.
Design Style
AELi had operational credibility but visual identity not reflecting their importance. We gave comprehensive revamp centered on primary blue communicating environmental responsibility and technological innovation—professional and trustworthy for B2B while suggesting clean water and sky. Rather than completely replacing their existing logo, we simplified and refined it for readability while maintaining recognizable elements. We created clean wordmark providing flexibility alongside logo symbol. Typography emphasized clarity—AELi's complex technical work needed accessible presentation. Custom illustrations explain food waste conversion in clear, engaging visual terms for education and personality. High-contrast food waste photography provides attention-grabbing marketing assets demonstrating the problem professionally.
Challenges
Working with established company having existing equity required careful balance. We couldn't discard everything and confuse existing customers or waste built recognition, but couldn't make only superficial changes as existing identity genuinely wasn't serving business goals. Finding evolution-revolution balance required extensive discussion about essential elements versus changeable ones. Limited logo flexibility—valid business reasons from partner contracts to signage investments—constrained alterations. We had to modernize overall brand identity within these constraints. Lack of quality photo content was significant—food waste isn't inherently photogenic. We planned shoots providing usable, compelling imagery supporting marketing without being unappetizing or negative—delicate balance when business involves garbage trucks and decomposing food.
Final Deliverables
Comprehensive brand guideline with complete visual system: refined logo usage, new blue-centered color specifications, typography guidelines, custom illustration library explaining technology, photography guidelines and image library, specifications for diverse contexts from trucks to websites and investor presentations. Marketing illustrations provide flexible visual assets for various communication needs. Website design creates online presence finally matching AELi's significance, effectively communicating value proposition to commercial clients, investors, and partners while establishing thought leadership.
