LPG gas in Kenya is a commodity found in around 25% of households, it is a largely debranded market. PROTO approached ARK to create a differentiated brand and develop a product and service that created true value for audiences, and disrupted the industry.
We began by carrying out an audit to understand the audience, the LPG market and the audience touch points. We used workshops, field and desk research to gather our insights and understand the different user journeys.
Guided by our findings we began developing two brands — a corporate brand that provides industrial and commercial consumers with bespoke LPG solutions and a product brand that provides households with LPG solutions that are reliable and affordable. Our strategy mapped out the relationship between these brands, the touch points for different groups, opportunities for innovation as well as the architecture, positioning, essence and values for the brands.
We also used the findings from our research to develop a sustainable business model. This model creates true value at every touchpoint ensuring that new and existing users have a functional and pleasant experience. service, quality, tech, responsiveness innovation? passing on savings to customers.
We set out to design brands that inspire trust and are distinctive and memorable. The corporate brand needed to sound professional and innovative whilst the product brand needed to be simple and connect with a larger audience.
We named the corporate brand PROTO and the product brand PROGAS. Both brands share the PRO prefix, chosen for its connotation of expertise, connection to energy and positive semantic value. The trisyllabic structure of each brand name gives them a distinct character.
Identity Systems & Extension
The thick handcrafted serif letters of both logotypes was designed to give the brand presence and authority, whilst their non-traditional letterforms inject a dose of playfulness.
The iconography for PROTO draws on the outline motif from the logotype to create the forms of the different icon sets.
The proton serves as the key design element for PROTO and is recreated in several forms and patterns for brand extension.
The PROGAS identity uses the colour blocking system from its logo as the base for brand extensions. We used this element in our design of the shrink wrap sleeve for the gas canisters. The proton also serves as a secondary brand element for PROGAS.
We created a range of assets for PROTO, this included stationery items for their corporate communication and internal business needs.
We created various marketing materials for the brand, including concepts for print advertisements.
We designed the website for PROTO, the UI and UX follows the visual guidelines we created for the brand.