Creating a Brand for a Category Defining B2B Startup
|Digital Products and Services|
Imagine that your smartphone could identify, recognize and analyze scent as easily as it takes a photo. Following in the footsteps of voice and facial recognition services such as Amazon Alexa and Siri, our client, Nanoscent, aims to connect businesses with scent recognition technology.
Making sense of scent
Although scent is one of our strongest and most intimate senses, it has until this point played a non-existent role in our day-to-day digital lives. Nanoscent’s mission is to change this by expanding on the research of world-renowned scientist and engineer Prof. Hossam Haick.
We started the project with a workshop, defining brand values and vision together with the client. From positioning, strategy to the overall look and feel of the brand, we worked collaboratively to establish a solid understanding of the company’s identity.
One of the most interesting things about this project was the fact was that nothing else like this exists. We had to clearly communicate Nanoscent was a B2B company and wasn’t producing ‘smells.’ Instead, we needed to communicate that Nanoscent analyzes scents to give answers to things that were previously unanswerable.
Understanding the potential of scent recognition
The technology has already found uses in a variety of industries. In agriculture for example, Nanoscent could detect bovine pregnancy 2 weeks before a veterinarian could. However, they realized that they needed to inspire other businesses to think how they could use the their technology, realising that the service could have uses far beyond what they could image themselves.
Therefore one of the key shifts we made was to refer to what Nanoscent offered as ‘Scent recognition technology’ as opposed to ‘Smell detection’, and in the process, moving from being potentially misunderstood as a producer of smells to being aligned with cutting edge voice and facial recognition services like Siri and Amazon Alexa.
Bringing it to life
This went on to define our tone of voice and became a springboard for how we told Nanoscent’s story as being ‘the first to realize the power of scent recognition.’
Getting people excited about the technology became the basis of our visual language; it needed to inspire businesses to create exciting new products and services using scent recognition technology that would in turn, lead to it becoming a part of our everyday lives.
Introducing Nanoscent to the world
Introducing their technology and new brand to the world at this year’s CES conference in Las Vegas, Nanoscent went on to capture the imagination of the tech-startup world, going on to be featured in a number of publications, including the Financial Times. They also appeared on Israeli national television.
Developing the UX for collecting scent
We also developed a lo-fi UX prototype to help make the process of how a user collects scents tangible. This functioned as a demo app that Nanoscent could display at the conference, visually guiding people through how the technology works.