This week we’ve been very excited about the launch of the Turtle Mat Lume sub-brand and the new creative produced by our Design team, which will start to be rolled out at trade fairs as of this weekend.
Turtle Mat is a doormat company specialising in high quality durable mats designed to trap mud, moisture and dirt from entering your home, helping you to keep your home cleaner for longer compared to normal doormat brands.
Turtle Mat has recently launched a new product – Lume. A nylon mat with modern, fun and colourful doormat designs, using nylon instead of cotton like the classic Turtle Mats.
The challenge was to find a way to merge the two logos and visual identity to create a sub-brand design for the new nylon Turtle Mat Lume doormats, whilst keeping the brand fresh and maintaining the integrity of the Turtle Mat logo as a well-recognised, reliable brand.
We spoke to James, one of our Senior Designers here at Pull, about the project:
“Lume is fun and vivacious and we wanted to produce designs with an obvious contrast from the understated and subtly stylish Turtle Mat range. We opted to create a new typographic identity as adding a new icon or device to the existing logo would make it too complicated. Ultimately this resulted in a simple well balanced logo that allows Lume some prominence but still clearly has an association with Turtle Mat.
After discussions with the client we opted for a loose thread like letter form to the logotype. This offers flair, playfulness and a direct link to the product and its material. All great attributes to reflect the new brand. We felt that flexibility was important and wanted the Lume logotype to be able to flux and absorb the wide variety of styles and colours in the product range.”
“After the logo was agreed, we moved onto the other collateral designs, which included packaging, adverts, swing tags and flyers.”
The full new sub-brand will be rolled out this Autumn, so look out for Turtle Mat Lume’s beautifully designed new mats and make more of your floor!