Well Rounded Sound

Well Rounded Sound

  • Brand Identity Design
  • E-commerce Design
  • Photographic Art Direction
  • Web Design
 

A dynamic brand identity amplifies the image of Well-Rounded Sound, a boutique company that designs and manufactures the finest audiophile equipment on the market. Our graphics echo the product’s high-fidelity performance with a unique mark inspired by waves of sound and the shape of the speakers.

Brief

The aptly named Well Rounded Sound makes audio equipment that uses distinctive circular forms and patented state-of-the-art technology to produce the best sound possible. Scaled for desktops and the home, the speakers are designed and manufactured in the US using eco-friendly materials like wood and bamboo. A great product in need of an iconic identity, the company asked us to develop a memorable brand that would help it be heard above the competition. The graphics had to convey the handmade, sustainable quality of the speakers without glossing over the technical detail of the engineering and construction that audiophiles appreciate.

Response

We created a strong, simple identity that clearly communicates what Well Rounded Sound is all about. The logo riffs on the company name in curving lines that suggest waves of sound, as well as the idea of sound as energy and vibration. The mark is placed in a circle that doubles as the shape of the speakers, accompanied by a logotype in custom rounded letterforms. Packaging and stationery use recycled papers and eco-friendly inks to convey the sustainability and handcrafted quality of the product, as well as the tactile texture of the largely wood components.

Result

The branding resonates with music aficionados and a design-driven audience, giving Well-Rounded Sound a bigger voice in its category. The cohesive system extends to the company’s e-commerce site, which has been built on the Shopify platform and is stylish and easy-to-use. “Hinterland Studio provided the right balance of artistry and technical know-how,” says Jerry Cmehil, Well-Rounded Sound’s founder and CEO. “Our company is showcased in an understated yet sophisticated way, highlighting our ethos and our product.”  The identity was honored in the 2012 Brand New Awards.

RESEARCH: Music, technology, sound waves, eco-friendly and handmade.

EXPLORATION: Logotype development.

EXPLORATION: Monogram development.

EXPLORATION: Logotype development.

Logo prior to the redesign.

EXPLORATION: Monogram development.

PROTOTYPE: Accessories, packaging and digital application of identities.

The objective was to portray Well Rounded Sound in a dynamic and cohesive manner with a strategic focus on the product itself but without being overly descriptive or analytical. Hinterland Studio handled the process with a deft hand peeling the design elements layer by layer exposing us to new ideas on many levels.The culmination of this process is clearly visible and our company is showcased in an understated yet sophisticated way, highlighting our ethos and our product. Hinterland Studio provided the right balance of artistry and technical know how.

JERRY CMEHIL
Principal, Well Rounded Sound Inc.