The problem
I was approached to create a logo and visual identity for a startup catering to science enthusiasts with apparel and gifts. The company was small, ambitious, and trying to punch above its weight in a crowded niche market. The challenge was to create a brand that felt smart, fun, and instantly recognizable—something that could resonate with a passionate, detail-oriented audience while giving the company a sense of legitimacy.
The objective
My goal was to design a logo and identity system that embodied curiosity, wit, and the joy of discovery. I wanted to make the brand approachable but clever, giving it the kind of personality that could carry across products, packaging, and online presence. The identity needed to feel “science-forward” without being overly technical, striking a balance between geeky charm and consumer appeal.
The result
The resulting identity gave the startup a voice and presence that matched its vision. The logo, color palette, and visual language helped the company punch above its size, making it look like a brand with much bigger ambitions. While the business didn’t ultimately scale, the branding itself succeeded in creating a playful, credible, and engaging world that could have helped them stand out in the science enthusiast market.
