Relaxound

2025

eCommerce

Logo Design • Branding • Animation • Video production

As a full-time Graphic Designer within the eCommerce team at Relaxound GmbH, my responsibilities encompassed a wide range of visual content creation. I specialized in producing engaging social media posts, static and video advertisements, and comprehensive newsletters, among other design collateral.

I’d like to highlight a significant cross-functional rebranding project I spearheaded. This initiative aimed to refresh the company’s visual identity, which had remained unchanged for over a decade. It presented a unique opportunity to modernize the brand’s aesthetic. My initial steps involved identifying core brand values and aspirations to inform the creation of a contemporary, clean, and fitting brand identity. Unfortunately, this promising project was curtailed due to the company’s unforeseen financial difficulties.

Problem

Having gone over ten years without a brand refresh, the market had become flooded with cheap copycats, causing Relaxound—the original pioneer of the category—to lose its distinct premium differentiation. The legacy visual identity failed to communicate that the product sits at a unique intersection of wellness, high-end interior design, and technology. Furthermore, the technological potential behind their slogan, „Design your space with sound,“ remained completely untapped, leaving customers to perceive the product as a nature and self care product rather than a sophisticated design and tech object – an angle the leadership wanted to push. I resolved this positioning vacuum by designing a visual identity that clearly asserts Relaxound’s status as the premium original while seamlessly bridging the gap between organic wellness warmth and technological precision.

In order to strengthen the brand identity and lead the logo redesign, I started by conducting a tonality assessment and identifying the two values that the brand wanted to convey. Naturality and Seriousness (Competence, Quality, Timelessness, and Clarity).

We identified other brands with these values: heritage brands, such as IBM or Mercedes-Benz, for ; and organic pioneers, such as Oatly or Ecosia, for .

We found that the value of reliability is expressed through traditional serifs and a monochrome or navy palette. In contrast, naturality utilizes organic forms, earth tones, and humanist typography.

Relaxound’s product is somewhat unconventional. It is an elegantly designed sound box with a Motion Center that plays multiple or individual nature sounds. It falls between different product categories. These had to be respected in the branding. We had to identify and specify design elements to communicate the brand’s belonging to these categories:

Organic marks, earth tones, and humanist typefaces.

Soft, approachable aesthetics promoting tranquility.

Geometric minimalism in blue and monochrome for precision.

Elegant wordmarks pairing pastels with serif/sans-serif contrast.

To communicate the product’s unique positioning, we synthesized the research findings into a single design equation. By merging the (naturality) and (seriousness/reliability) attributes, the visual identity becomes a bridge between technology and nature.

Brand

The final visual identity is a strategic synthesis of these elements, designed to communicate the product’s dual nature as a high-end electronic device and wellness object. It is rooted in the (Naturality) dimension through the use of earth tones, such as soft greens and light beige. These colors ground the brand in the nature and interior design markets, replacing a clinical electronic feel with the warmth of a home sanctuary. This is balanced by geometric sans serif typography representing the (seriousness) dimension. The aggressive signal orange signals the product’s tech aspect and communicates the device’s precision, durability, and competence. The organic, minimalist logo acts as the harmonious centerpiece and the ultimate point of convergence. Its geometric, minimalist aesthetic reflects high-end essentialism, and its organic forms and nature motifs ensure the brand remains approachable and calm. This speaks directly to the Relax and Natur categories.

Motifs

Iteration

Final version

Organic + Minimalist

Bird + Sound + Plant + Sun

Natural Color Scheme

This natural color palette, „Dusk,“ captures the tranquil essence of twilight and earth, blending the deep indigo of „Dusk“ and the rich green of „Moss“ for a calm, grounded feel. These are elegantly contrasted by the warm, soft tan of „Dune“, reminiscent of sun-baked landscapes. A vibrant, fiery orange-red „Blaze“ serves as a striking accent, symbolizing the last embers of sunset. Together, these colors evoke a harmonious balance of nightfall’s quiet introspection, nature’s enduring vitality, and vivid moments of intensity.

Dusk

HEX: #25253d

RGB: (37, 37, 61)

HSL: (240°, 24%, 19%)

CMYK: (39%, 39%, 0%, 76%)

Moss

HEX: #253d2f

RGB: (37, 61, 47)

HSL: (145%, 24%, 19%)

CMYK: (39%, 0%, 23%, 76%)

Dune

HEX: #FFED00

RGB: (255, 237, 0)

HSL: (56°, 100%, 50%)

CMYK: (0%, 7%, 100%, 0%)

Blaze

HEX: #FFED00

RGB: (255, 237, 0)

HSL: (56°, 100%, 50%)

CMYK: (0%, 7%, 100%, 0%)

Primary Brand Font

Poppins, a geometric sans-serif typeface, creates a perfect bridge between natural themes and technology when paired with the color palette. Its geometric foundation lends it a clean, precise, and modern aesthetic, aligning seamlessly with the structured and efficient nature of technology. The absence of serifs provides a streamlined, digital-friendly appearance, enhancing readability on screens.

Despite its modern feel, Poppins possesses an underlying calmness and clarity. This „calm“ quality, combined with its business-appropriate and versatile nature, ensures that the technological interface feels approachable and unintrusive.