The ask: to redesign the brand identity for a custom server shop using a deliberately low-cost approach. The new brand needed to align with the store’s slogan “Nerds for life!” while conveying approachability, local connection, and intelligence.
Jonas Richter (Creative Direction), Clara Neumann (Design Direction), Leon Weber (Art Direction), Mia Fischer (UX/UI Design), Daniel Vogt (Copywriting).
Our approach was to create a brand system that stays intentionally simple, yet speaks the language of computing. A monospaced typeface echoes the rhythm of code, the underscore hints at programming syntax, and the grid draws from early punch cards used in vintage computers. Small references that feel familiar to the people who live in that world.
At the center of the identity is a small robot character: Teclas. Quirky and unmistakably nerdy, it captures the spirit of the shop. Technically minded but still warm and playful. Smart, a little awkward, and comfortable being exactly what it is.