White Bear Studios Brands Laser Cutters, 'Swordfish Works'

Editor July 28, 2017 Categories: Other

White Bear Studios Brands Laser Cutters, ‘Swordfish Works’

White Bear Studios has created the new branding for Swordfish Works, a Shoreditch based workshop that specialise in laser cutting.

“Our brief was to create a brand that would stand out against the rest of the laser cutting market and that represented the high level of craftsmanship of the business and their problem-solving capabilities,” says the agency.

Aiming to re-position Swordfish as “the A to Z of laser cutting”, the refreshed identity begins with a new name, which White Bear Studios says encapsulates the “precision and accuracy” of the company’s service. The new name is also shorter and less formal than the previous ‘Capital Models Laser Cutting Department’.

“We designed a bespoke patterned alphabet in which each letter’s treatment was inspired by a laser cutting technique and each letter from A-Z represents a different aspect of working with Swordfish, from artworking to customer care to team players, thereby conveying the breadth of their proposition and identity,” explain the designers.

The bespoke letters feature across the identity, and are coupled with bright colours that are said to have been inspired by the acrylic colours from which Swordfish can cut.