It means ‘deal’ in Estonian: it’s the country’s low cost mobile network. Along with strategic consultants Hensley Partners we created from scratch what has fast become a cult brand. Built around the idea that “We didn’t have any money left for design” we came up with everything from hand drawn logos to a new typeface ‘Diil Bold Collapsed’, through to launch concepts and SIM card packaging. The designs were created in English then translated into Estonian by a local advertising agency. Completed with L&Co design
WINNER: Design Week Benchmark Awards 2005. Winner of the telecommunications category and Runner up for best in show.

TASK: Logo, brand system, brand guidelines, oversee brand application in Estonia.