Bowal

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Bowal is a brand design studio founded in 2012 in Shenzhen, China. The studio provides design services such as brand planning and strategy, PR, WeChat platform building and social media-based advertising campaigns. In 2019, Bowal became part of Shenzhen Bowenn Advertising. Even after the takeover, the design studio continues to work independently and under its own name. For this reason, and to increase its visibility, Bowal has given its brand identity a major overhaul. In line with the emotionally formulated brand promise “Creating value for customers wholeheartedly”, the studio also relies on an emotional design language for the relaunch of its own brand identity. A strong brand design is also intended to position Bowal as a young, creative and professional design studio. This is achieved through a new logo that draws attention with its unconventional typographic solution: the logo uses a sansserif font characterised by round shapes and straight lines. The five lower-case letters of “Bowal” were arranged at different heights and partly tilted by 90 degrees so that the logo resembles the image of a human face. The logo thus becomes the “face” of the brand itself and the Shenzhen Bowenn advertising agency, both figuratively and literally. The logo runs like a red thread through the entire corporate design and, with its conciseness and projected charm, ensures that the brand is easily remembered and immediately recognised. On carrier bags, posters and promotional items, the brand logo is also used in two additional variants, one showing a serious face and the other a funny face. This playful approach to the logo is combined with a purist colour scheme in black and white. In this way, the brand identity simultaneously conveys creativity and a focus on the essentials, thus shaping the brand identity and enabling clear differentiation.

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