The Brief

Branduo was tasked with the end-to-end brand development for highly specialised start-up Zeta - a bulk commodity supply chain solution for commodity traders, mining and logistics operators. The work comprised the strategic crafting of both a verbal and visual identity for the brand and the communication of the credibility and technical excellence that underpins this revolutionary industry offering.

Deliverables

  • Brand strategy
  • Brand messaging framework
  • Visual identity design
  • PowerPoint template design
  • UX design
  • Website information architecture

Creative Partners

  • Punch Design Co

The Creative Challenge

Zeta operates in a high-risk, low-trust space where credibility is everything. Earning trust from established players required a brand expression that clearly demonstrated advanced industry expertise, technical capability and robust safety guardrails. Zeta’s first-of-its-kind business model is necessarily complex; placing a burden on the brand to communicate both its technical, software-based capabilities while reassuring clients of the business’ in-person presence across key supply chain landmarks.

The Strategic Solution

We positioned Zeta as the integrated solution - on-the-ground and in-the-cloud - that gives commodity traders, mining and logistics operators control over their bulk supply chain. The brand promise "Deliver as Promised" establishes unwavering reliability - the foundation of credibility in high-stakes operations. In an industry plagued by chaos and inefficiency, control became the emotional core of everything we built. The brand's distinctive "flow" icon captures Zeta's ability to seamlessly move commodities through both physical and digital systems. A metals-and-minerals color palette grounds the identity in a bold, industrial aesthetic - raw yet refined. Aerial photography conveys a commanding perspective and comprehensive oversight, while structured, dynamic graphic compositions reinforce the ideas of precision and control. Every element works together to signal mastery in a chaotic landscape.