Naming, Identity & Brand Systems — Simon Jones-Mortensen

BEER BUDDY

The Friday bar is a Danish workplace institution, and for years it ran on whatever was cheapest in the supermarket.

Beer Buddy delivers curated Danish craft beer to the office instead – packed in branded boxes with tasting notes and a beer knowledge booklet, so the week ends with something worth talking about.

Now every Friday is everyone's favourite day of work.

The weekly package of employee perks

Ready for delivery

An organic and situational logo

At least once a week

A unique and playful universe

Business cards and booklet

THE OTHER MATCHA

Matcha has a conversion problem, and it's the taste. Plenty of people try it once and never come back.

A new brand with exclusive access to first-harvest matcha from Uji set out to fix that for a younger generation, blending in delicate mango, strawberry, vanilla and chocolate to bring the flavour somewhere more welcoming. I was asked for the name, the identity and a packaging concept.

That blend of flavours became the visual marker for the identity – the taste, made visible.

And the name? For everyone who has struggled to acquire the taste of regular matcha, there's always The Other.

A new green – like no other

Base colour hierarchy

The slow release of clean energy

The four flavours

Simplified and reduced variants

Shop signage and employee tee

TOM Turtle – delivering what clean matcha is all about

Business cards for a busy business

From old to operational

Introducing a refreshed logo

MATE

A brand that grows fast eventually outgrows the marks it started with.

The identity refresh gave MATE an appearance that matched where the strategy had actually arrived: Cleaner, more identifiable, more operational. Forward-leaning and dynamic. Bold.

More importantly, it forced maturity into the systems underneath. Product colours and livery. Store design. Marketing output. Tone of voice. The product naming structure. How partnerships and collaborations are handled.

Not just a new look. A working one.

MATE — the shortest yet most meaningful pay-off

The shortest yet most meaningful pay-off I could come up with

Logo usage variations

Keeping bike livery consistent

Dealing the cards

A flagship store design to match the mindset of the brand

The logo-dot as a key detail

Creating a brand cathedral

Accessories that carry the playful MATE tone of voice

Cut From a Different Cloth collection

A system for speed and consistency

Concept for layered store window merchandising

WM in the wild

FARGO

A vehicle can be a beautiful piece of engineering and still be judged on one thing: Whether it does the job.

For most people the job is A to B – and then, without warning, C and D. Which makes adaptation the real requirement. Not a vehicle that does one thing well, but one that adjusts to whatever the day turns into, so you never have to stop.

More with less. More modular, more beautiful, more powerful.

They went a bit further so that you can go even further. This bike isn't just for cargo.

It's a FARGO.

Icon

Logo work

Real colours

A logo with a story to tell

Keep going

Further progress

Descriptive icon

Lock up

CORE HEALTH

A tree is the right metaphor for longevity: Firmly rooted below, and still vivid and full of life at the tip of every branch.

Core Health & Longevity, a Danish start-up, asked me for a logo and identity built on that idea. The metaphor set the colour palette, and the icon became an abstraction sitting between two things with the same structure – a tree, and the blood cells moving inside us.

Rooted, and alive all the way out.

Going inside

Grounded colours