Brand Visual Identity
CLIENT: Kjell & Company
CHALLENGE: Plexgear, the company’s long‑standing private‑label brand for computer accessories, had lost its visual edge. Once functional and familiar, the brand had become outdated and no longer reflected the innovation or quality of the products it represented.
As a key own brand with high visibility across packaging, digital channels, and retail environments, Plexgear needed more than a refresh — it needed a complete visual reinvention. The challenge was to elevate the brand into a modern, cohesive identity that could stand confidently in a competitive tech landscape while strengthening recognition
and trust.
SOLUTION: I rebuilt Plexgear from the ground up by creating a fully renewed visual identity and brand platform. This included defining a contemporary design language, crafting a unified aesthetic, and developing all core elements of the brand’s expression — from typography and color systems to packaging architecture and digital presence. The result is a sharper, more relevant Plexgear: a brand with clarity, confidence, and a visual foundation built to support future growth.
MY CONTRIBUTION: Art direction, visual guidelines, logotype design, packaging design.
Branded products
I also developed clear guidelines for how Plexgear products should be branded. This included deciding how each product should look, how the branding appears on the products, the packaging, and how the different product segments are visually separated. The result is a consistent and recognizable look across the entire Plexgear range.
Core, pro and gaming
As part of the transformation, I introduced a new product segmentation model based on price and performance, dividing the assortment into three tiers: Core, Pro, and Gaming. Each segment was given its own distinct visual character within the new guidelines, ensuring clarity, differentiation, and a cohesive brand experience across the entire portfolio.
