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Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
A start-up from Soria called Therminer came to VRANDED Haus with a revolutionary proposal... and a brand that no one could understand. They needed us to turn it around like a sock. And we did.
01. A name worthy of Silicon Valley... in Soria.
Like many other entrepreneurs, Therminer's founders pivoted their project on more than one occasion. Over time, their branding did not represent their value proposition. And such a far-reaching project could not be hindered by a bad naming.
We put all our neurons to work to find a new term to define the brand. To do this we joined two key concepts: hot (for the heat emitted by the servers and heats the heating) and data (the company's raw material). Their union was hotta, which is also a tribute to the origins of the project: Soria.
02. A warm, warm logo.
The main element of the brand is heat, so we decided to use it to design the logo. We drew some heat waves that create the visual effect of a double T.
We used a simple typography for the logo, modifying it to merge the two tea letters and make it distinctive.
Talking about warmth, we chose a warm mustard yellow as the main color, supported by a professional black and a grayscale that gives versatility in the design.
03. Less selling smoke. More burning data.
It was imperative that Hotta's value proposition was well understood. To do this, we focused on the brand's main benefit: reducing your heating bill to €0.
We opted for a more empathetic brand tone, closer to families than to engineering.
We included a hint of rebellion against the big electric companies to develop a brand that a consumer could identify with. Because if it is already possible to stop paying for heating, isn't it unfair to continue to do so?
04. A web oriented to sell.
To finish the job we developed a new website for Hotta. We geared it towards conversion through good UX design and let the brand tone expand throughout the entire website.
We also included some eye-catching features, such as a savings calculator to generate leads or a color code to differentiate between individual and corporate users.
05. A special project.
Hotta is the winning project of our All-Inclusive contest, in which we looked for an entrepreneurial project with impact that deserved a new brand.
More than 100 entrepreneurial projects were submitted to the competition and an independent jury was in charge of choosing the winner.
