In the realm of music education, brands and their logos are often literal and functional. Ten Kettles wanted to connect to adult learners who may have turned away from traditional learning methods.
Strategy— The brand name carried a lot of stories and weight with the founders, but didn't say much about music. As an umbrella brand for several apps, the logo then became a beacon of quality and an instantly recognizable symbol, while the remaining brand identity was assigned the job of being more musical in appearance and communication.
Solution— A bright and playful brand system with a breadth of colours to keep things fresh. Clear, bold typography and messaging immediately communicates the benefits of this learning method to the core audience: hobbyist musicians who have turned away from music theory. The visual ‘1’ and ‘0’ from the brand are brought in to assemble music symbols, adding more light-hearted elements to the brand.