The brand identity has been predominantly designed in and around the images of nature and forests. It allowed for the creation of the feeling of greenness and closeness to nature.

Choosing the right brand colours was essential to capture the essence of forests. While green was initially considered, it tended to create a monochromatic effect and lacked the desired element of distinction. Instead, a deep seal brown, inspired by the shade of horses’ coats and reflecting Robin Wood’s commitment to equine care, became the primary colour. Whether printed on craft paper or used on the website, this brown hue consistently provided excellent contrast and complemented photos in a natural manner. Additionally, the brown colour symbolizes wood and soil, further reinforcing the brand’s eco-friendly ethos.

For secondary elements, accents, and call-to-actions, a more distinctive colour was needed to draw attention while maintaining the overall aesthetic. After extensive testing in both print and web design, „gimblet” emerged as the perfect choice. This colour added freshness and dynamism to the visual identity, seamlessly complementing the brand’s overall look and feel.

A large part of the beauty of a minimalistic design is created through font selection. The feeling, simplicity, readability and all parts of the letters’ anatomy play crucial roles for me during the process of designing or choosing the appropriate fonts. In the case of Robin Wood, it was clear, from the beginning that most projects would be imprinted on varying materials. Therefore, the variety of thicknesses of “Proxima Nova” was the ideal solution for a body text in all foreseen media. The distinctive style of “Brandon Grotesque” for headlines added more of a raw and natural feeling. The overall balance and lightness between both fonts interact beautifully with the other elements and imagery.

I built an entire layer of visual language based on icons to support the brand’s communication. Many companies use generic icons, thereby forfeiting their purpose. In minimalistic design, every element is essential and should bring value. Therefore, simple, but self-explanatory icons were an important part of Robin’s visual identity and became a distinctive element of the brand. I designed them carefully, each telling a short story, so as to make every line count.

Product photos, with great attention to detail, had to be perfectly balanced with the feeling of closeness to nature. The reserved nature of the photos was crucial – it was always about bringing the right ambience and emotions.  The visual invitation to the world of Robin Wood was a combination of lightness and naturalness. I created strict guidelines for product photography to keep the most important values in place and consistent with the entire world that was created. Art Directing the photoshoots, collaborations with models and photographers, experimenting with frames, light, materials and taking the majority of the photos myself, was not only an amazing experience, but more importantly, allowed me to develop each part of the brand to be as extraordinary and consistent as possible.

The minimalistic design of the products served as a background for what mattered the most – the natural materials. Because every piece of bamboo, cork and hemp were different – each time a pair of sunglasses or watch was handcrafted, it was certain that each piece would literally be unique. Natural textures gave an individual, unique character to every product which made them special and showed the real spirit of the Robin Wood brand.

To further distinguish the design of the watches, I designed a green second hand and a slanted, bamboo crown, that quickly became recognizable elements of all Robin Wood watches.

The packaging and protective filling were made from recycled paper, stamps were use instead of prints and hemp cords, and each box contains a real pinecone, doused in patchouli and pine scents. The unboxing experience is just the beginning of the journey for our customers. Giving them a sense of closeness to the forest and nature as soon as the box is opened, was another vital part of the experience I created.

The marketing materials for various campaigns featured a minimalist design based on fonts, lines, and lifestyle or nature photographs. Significant emphasis was placed on striking a balance between communication design, readability, and contrasts, while effectively utilizing the visual narrative potential carried by the photographs.

One of Robin’s Wood missions was to share knowledge in order to spread the idea of being eco. Part of the brand’s communication was content shared on social media, to raise awareness about different environmental issues.

Part of this strategy was also intended to overcome one of the biggest barriers that customers faced – the durability of the materials used. They wanted to be sure that products made from bamboo would last for longer, when compared to plastic and metal ones.  The cornerstone of a trustworthy brand is content marketing built on valuable and verified information. The design then serves as a method of conveying the message in the most efficient and appealing way.