Shelfie — Brand Identity
Building the visual identity for a B2B/B2C smart inventory platform powered by computer vision, real-time stock tracking, and automated reorder.
What Shelfie does
AI-powered inventory management that sees your shelves, tracks your stock, and reorders before you run out.
Computer Vision
See what's on the shelf without scanning a barcode.
Stock Tracking
Real-time inventory levels across every shelf and location.
Auto-Reorder
Automated purchasing triggered before stock runs low.
The bracket concept [ shelfie ]
Typographic Bold
Heavy all-caps wordmark. Strong but lacked consumer playfulness.
Shelf Icon
Literal shelf illustration. Too clipart, not a brand mark.
Stacked Layout
Vertical letters. Poor readability at small sizes.
Bracket Framing
Structural brackets as bookends — shelves meet code. The leading direction.
Two competing paths
Swiss graphic design meets streetwear. Bold, structured, high-energy.
Brutalism that went to therapy. Warm, approachable, still bold.
How we got here
Audience Mapping
Defined the dual B2B/B2C tension and what "professional yet approachable" actually means for inventory software.
Logo Exploration
Tested four directions from typographic to iconographic before the bracket concept emerged as the clear winner.
Design System Build
Developed two fully specified systems — colors, type, components, voice — so the final decision is informed, not instinct.
Direction Presentation
Delivered both directions side-by-side with rationale, letting the product milestone determine timing.