A branding concept for an eco-conscious home heating service & app.
Den is a home heating service that offers total control of each room from anywhere in the world via a convenient mobile app. Concentrating on keeping the heat running in only currently-occupied rooms, Den aims to reduce the energy used in heating customer’s homes. This branding concept was developed to convey Den’s environmental focus to young families looking for a greener solution to home heating.
I drew from the simple, geographic design prevalent in logos of apps and elsewhere in tech. The rest of the mood-board focuses on the feeling of Den’s brand identity - one of comfort, warmth and security. Also present are nature-motifs relaying Den’s eco-concious mission.
Den’s colour palette is all about oranges and greens: warmth and nature. The yellows and oranges are eye-catching, while the bright greens make for a friendlier and fresher feel.
The Den logo went through many iterations. They key concept throughout all of the drafts was waves of warmth emanating through the design.
The final design depicts a house with warmth focused in one room- showing how Den’s system operates while providing a sense of comfort and coziness. I avoided any reds or brighter oranges due to potential negative connotations with fire. The orange ‘heated’ room of the house is separated from the rest of the design with negative space, further keeping with Den’s “one-room-at-a-time” heating functionality.
The pattern used throughout this project mimics the shapes found in the logo, and is representative of different rooms in a house, each with their own heat setting.
