Lofone
Motion Branding
Lofone is a smartphone designed to offer essential features while minimising distractions. This focus aims to address smartphone addiction and encourage mindful usage. When Lofone partnered with Open Eye, the challenge was to create a brand that effectively communicated the practical benefits of their product, as well as their approachable and optimistic values. We drew inspiration from the nostalgia of simpler times and the beauty found in everyday moments, creating a brand that resonates with its audience in a genuine and down-to-earth manner.
Client
Lofone
Services
Brand Identity, Motion Branding, Digital Collateral, Animation, 3D Animation
Objectives
Lofone, a new smartphone designed to minimise distractions, set out to tackle the growing issue of smartphone addiction by encouraging more mindful usage. Their core objective was to offer essential features without the overwhelming complexity of modern devices. Our primary goal was to craft a motion brand identity that not only clearly communicated Lofone's practical benefits but also resonated with their approachable and optimistic brand values. We aimed to develop a visual and animated language that captured the essence of "All you need, nothing more," appealing to an audience seeking simplicity and authenticity in their digital lives.
Our Process
Our approach began with a deep dive into Lofone's philosophy and their unique market positioning. We drew considerable inspiration from the nostalgia of simpler times and the profound beauty found in everyday, unadorned moments. This informed the creative direction, enabling us to build a motion identity that feels genuinely down-to-earth and relatable. We focused on establishing an identity centred on the joy of simplicity and authenticity. Key to our motion branding was the selection of Bricolage Grotesque, a typeface whose warm and slightly eccentric details perfectly align with Lofone’s approachable ethos. We then developed a suite of playful illustrations and animations that subtly nod to a bygone era, distinguishing Lofone from its competitors and reinforcing its core message through engaging movement.
The Results
The motion branding we developed for Lofone successfully established a distinct and memorable presence in a crowded market. The cohesive visual and animated identity effectively communicated Lofone's core proposition: a smartphone focused on necessity over novelty. The brand's approachable and optimistic tone, conveyed through its unique motion elements, resonated strongly with the target audience, creating a sense of connection and trust. Lofone's playful animations and nostalgic touches helped to differentiate the brand, making it instantly recognisable and reinforcing its commitment to mindful technology. Ultimately, the motion branding provided Lofone with a robust foundation to effectively launch their product and convey their message of simplicity and authenticity to consumers.