XpressLane is a brand collective that supports e-commerce brand owners through the sale of their business, helping them realize their full potential. The team approached Wunderdogs to develop the XpressLane brand from scratch to create a market leading brand aggregator that sought out and developed brands with the potential to become renowned the world over.
The brand aggregator market is competitive with many brands all vying for the attention of brand owners and offering differing levels of service to help brands take the next step in their growth journey. We worked with the team to really push the boundaries of what XpressLane could be to brand owners. We wanted to show that they understood the complex emotions and ambitions of brand owners who wanted to succeed. We focused on the end result, helping brand owners see the potential of what their brand could become and the expertise and services required to make it happen.
The chosen name XpressLane spoke to several aspects of the business and category. The first connects to the efficiency of the services on offer while speaking to the ambition of brand owners who wanted to see their brands reach new heights. Secondly, the name playfully nods to the old structures of retail, the express lane in a physical store. We wanted to make it clear what sector the business operates in, but in a way that felt different to the rest of the competition.
We developed a visual identity that brought to life an upward trajectory. The logo represents the purpose and direction of the brand in a visually striking way to connect to the focus and energy of the business. Brought together with a color palette of dark backgrounds and bright accents it creates a sense of credibility and trust for brand owners, giving them confidence that XpressLane has their brand in safe hands.
Extending the visual identity to the web meant creating clean blocks to aid navigation and a mix of light and dark to add visual impact. We utilized the shapes of the logo as image masks to not only create consistency across the site but bring users back to the ethos of the brand and the potential that could be realized.