Before Whence launched here in Columbus, we met with the founders to discuss a quick branding process. They were excited to launch and we excel at working intensely. A members only service where you can browse collections, tap a button, and wait less than 90 minutes to have it at your door. A concierge to find almost anything, almost now. Consider Whence to be the modern milkman.
We spent time pouring over typefaces that had the potential to best represent Whence. We chose Corda Light. It’s an elegant serif typeface with an easygoing, flowing ductus. It is semi-contrasted and even in the heavier styles appears light and breezy. Pleasant for reading and maintains its beauty at display size. A great starting point, we then customized!
We customized the heights of the ascenders, unified the terminals and unified each letter with the help of the circle. The circle, a very simple shape, represents unity, wholeness, and infinity. Without beginning or end, the circle is also associated with the number one. Family. Experiences. Laughter. Friends. These are the things that are number one. The circle shapes the Whence logo.
We also designed these additional assets like this milk truck + concierge avatar!