Pio
AutoStore
Creating a next-generation tech brand to disrupt the warehouse automation industry.
With Amazon’s dominance of the logistics sector comes the opportunity for SMBs in the industry to offer a far more personalised, human-focused service. Norway’s first Unicorn - warehouse robotics company AutoStore, tasked us to define the brand strategy, identity and visual language of a new next-generation tech brand. The challenge was to create a brand that could stand out in the logistics space as more intuitive, simple, and human-focused by reimagining the future of retail for ambitious businesses. The result? A completely new technology brand created by R/GA London: ‘Pio’.
We designed Pio’s entire brand ecosystem.
Conceptual approach
We developed it to disrupt the automated warehouse distribution industry through a dynamic robotic solution that provides small to medium businesses with the tech to deliver a best-in-class fulfilment experience with ease, efficiency and autonomy. The work was created by our Brand Design Consulting team using our ‘Brand Operating System’ (OS) approach.
Space reimagined
The brand concept we developed for Pio is called ‘Space Reimagined’.
‘Space Reimagined’ augments Pio’s purpose by flexing the brand around the idea of utilising space more efficiently and effectively, while expressing the behaviours and benefits of the product.
Influenced by a sense of constant flow, the visual language reconfigures the notion of volume and perspective, with imagination expressed through abstract forms and playful movement. The logo incorporates fluid motion in order to express the meaning of the brand name — ‘Products in, products out’. The colour palette is bold, vibrant and warm to differentiate from the cold, mechanical associations with warehouse technology. The result is an adaptive and modular brand that empowers ambitious businesses to thrive and shows a new way to reimagine space.
