Description:

Turning uncertainty into opportunity through industrial design, the Alquemy team sees possibility in everything. Conceptualising products for the modern home, its work is layered with insights, strategic thinking and experimentation. The visual identity and website design distil the notion of ‘alchemy’, fostering trust in its design expertise.

Hindered by limiting definitions of industrial design, Alquemy noted that their contribution to the branding process was often undervalued by clients. To develop long-term strategic partnerships and attract projects with greater creative freedom, it was necessary to redefine and reposition the role of industrial design itself. Despite Alquemy’s impressive work, its existing visual identity was overdue for an overhaul as it failed to showcase value, a unique toolkit, and an understanding of real-world business needs. Communicating value through premium positioning, we built a brand story around Alquemy’s ability to transmute a brand’s essence into beautifully crafted products and brand experiences.

Rooted in the metaphor of alchemy, transforming raw ideas into refined outcomes, the identity reflects Alquemy’s ability to distil a brand’s essence into tangible products and experiences. This concept is brought to life through a confident, minimal logo system, dark and immersive art direction, and a deliberate interplay of motion and material. Communicating value through premium positioning, we built a brand story around Alquemy’s ability to transmute a brand’s essence into beautifully crafted products and brand experiences.

The rebrand meets the needs of three distinct audiences, including the funded start-up, the SME marketing/product manager, and the time-poor CEO. Where credibility and sophistication were once lacking, structure and fine-tuned details demystify the process in a layered and engaging way. Loading animations, hover effects, and embedded videos bring fluidity and motion, with spacious layouts and a strong hierarchy. Rounded corners on container devices achieve a modern look, with monospaced type for technical specs. Stylised imagery captures a hands-on behind-the-scenes look at studio life, adding depth in contrast with sleek product renders, concept sketches and material shots.

In support of information seeking, the website makes the steps of industrial design collaboration more accessible, offering education and guidance throughout the product development process. Exploring the tension between the chaos of creativity and the finesse of Alquemy’s finished products, Inklab’s approach documents innovation and experimentation while showcasing craft and refinement. The result empowers innovators to create for good through Alquemy, designing with intention, for longevity and sustainability, with consideration for evolving brand systems.