Mustapha Gadrouz

Ecologic - Rebranding Case Study

Ecologic SIPs is a UK‑based specialist in designing, manufacturing, and installing Structural Insulated Panels (SIPs) from their workshop in the New Forest, Dorset. For over 20 years, they’ve championed high‑quality, eco‑friendly construction, creating modular, design‑led homes like luxury beach lodges, garden annexes, and clifftop residences.Core Vision & Values
They aim to empower homebuilders and industry professionals to create design‑led, eco‑buildings using sustainably sourced materials and low‑impact methods. Guided by Care, Inspire, and Craft, they prioritise resource efficiency, airtightness, zero cold-bridging, and energy‑efficient solutions often integrating MVHR ventilation, triple glazing, and renewable PV options.In this project, my mission was to rebrand Ecologic SIPs, transitioning them from their previous market to a new audience with a different set of products and services.

Ecologic previously had a logo and visual identity that represented their original business model. But when that model changed, it no longer felt like a good fit for them.
That’s why a rebrand was necessary, they started communicating with a different type of client and entered a new market.
And this is what their old logo used to look like.

So the goal was to create a new identity that fits the new direction. And like with any project, we start with a strategy session where we define all the objectives and everything we need to work on to get the best possible result.One of the most important steps after setting the strategy is to study the environments where the branding will appear in a physical sense.
We found that the visual branding would show up across a lot of materials and textures—like wood, uniforms, equipment, stickers, and so on.Once we’re done with that phase, we move on to building a moodboard to inspire us and help guide the creative direction.

After defining the moodboard and setting a fitting art and creative direction, we moved on to the concept development phase.In construction-focused companies, it’s common practice to display their logo at the worksite so people know which company is handling the project.
That’s why the logo needed to be expressive, it should reflect the nature of the company's activity. At the same time, we had to consider other environments where the branding would appear, like digital platforms and product packaging.Of course, all of this had to respect core design principles: the logo had to be simple, unique, and not overloaded with details, so it could be easily applied across different mediums.Our main creative idea for the logo was to work with an icon that represents the essence of their work. But we also explored other directions, like abstract forms or playing with the first letter of the brand’s name.We put all these ideas into sketches and began working on the first draft.

So after we created the first sketches, we selected the icon that stood out the most and that the whole team agreed on.
Then we moved on to the next step, which was testing that chosen icon with different fonts. We also explored various thickness options to find the right balance between shape and typography, making sure the final combination felt just right.

After we locked in the right icon with the right font, the next step was to choose a color palette and test everything through mockups.
In the end, we selected the option that looked the best, one that everyone agreed on as the strongest and most fitting direction. That option became the new visual image of the brand.As for the mockups, it was essential to test the selected designs across all the environments we identified in the initial phase.
We needed to explore as many realistic mockup scenarios as possible before moving to the final presentation, ensuring that the design worked well in every context and gave us a clear, accurate picture of how it would perform in the real world.
Here are a few examples we explored.

Once we were confident that the logo and visual identity would perform well across all the environments we worked on, we were ready to move into the final phase, seeing everything come to life in the real world.
Thankfully, everyone was happy with the result and proud of the new identity.And after years of working with this new visual identity, these were the real-world outcomes.

Meraki Health - Brand Design Case Study

Meraki Health UK is a modern wellness studio based in Aberdeen, UK, offering science-backed recovery and relaxation experiences through private floatation therapy, Finnish-style sauna, cold plunge, and contrast therapy. Their mission is to help individuals reset their mind and body in a calm, restorative environment just minutes from the city centre.As a premium health and wellness brand, Meraki Health stands out for its commitment to evidence-based therapies, minimalist design, and client-centered experience. Their approach combines ancient healing methods with modern science to support physical recovery, stress resilience, and long-term well-being.My main mission in this project was to create a visual system that reflects the brand’s vision and values—
which can be summed up in the following keywords:
premium – health and wellness – healing – therapy – minimalist – client-centered experience.Every design choice was guided by these core principles to ensure the visual identity feels aligned with what the brand stands for.

As always, the workflow starts with a strategy call where we define all the goals and analyze all the inputs we have, like the brand’s objectives and vision, the environment where the branding will live,
and what art direction would best suit the visual system.From there, we build a moodboard that gives us a clear sense of the right feel and vibe before moving into execution.
Most importantly, it also helps us identify the core challenge, so that our design isn’t just visually appealing, but also acts as a strategic solution to that challenge.

Once we’ve defined the goals and clearly identified the challenge, we move on to the sketching phase where we explore our ideas and evaluate which direction works best.The initial idea we discussed with the client was to create a monogram logo using the brand’s initials.
However, we also asked ourselves: why not explore an alternative direction, like an abstract icon that visually expresses wellness and relaxation?The font paired with the logo needed to reflect the keywords and brand attributes we had previously defined, with the full logo conveying a strong premium feel, enhanced by a calming, wellness-oriented vibe.

After laying out all the ideas and exploring the different possibilities, we finally chose one direction to move forward with as the first draft.We then tested it through mockups to see how it performs in real-world contexts and to evaluate whether it truly feels right and aligns with the brand’s goals and emotional tone.

When we reviewed the first draft, we felt that the typography leaned a bit too much toward the conceptual side. That’s why we decided to bring more balance by choosing a typeface that’s less conceptual and more functional, something that could also work better in real-life environments like store signage.After that, we started working on the color scheme, aiming to reflect the brand’s vision and convey the right emotional tone through carefully chosen colors.

In the end, we decided to work with two color palettes: a primary and a secondary one.The primary palette is used for digital applications like the website, designed to give off a premium feel and to express Innovation.
The secondary palette is meant for print and on-site branding materials, carefully chosen to evoke a sense of relaxation and wellness within the physical space.

And of course, before moving on to the real-world execution phase, we always create a few mockups to test the direction.This helps us evaluate whether the outcome actually feels right and aligns with the intended experience—
or if adjustments are needed before final implementation.

And after we tested everything, the client was really happy with the results we achieved and felt fully ready to enter the market and start operating in the real world.Thankfully, everything went smoothly, and the brand has been on the right track after a couple of months of real-life execution.

Lya Lin - Brand Design Case Study

Lya Lin is a textile shop from sweden that offers bed linens, tablecloths, and linen products designed to add elegance and comfort to every room of the home.
My mission for this project was to develop a visual system that aligns with the brand’s vision and communicates its essence with clarity and beauty.At the beginning of any project, we always start with a consulting and discovery session to define the brand's goals and understand the client's needs and the outcomes they want to achieve.
After that, we set the milestones and the rest of the workflow.I like to keep the workflow smooth and the process simple so that the customer experience is as good as possible for the client.

This was the first draft. The direction we followed was an icon-based logo that can be separated, with each element working in the space that suits it best. For example, in small spaces, the icon alone can be used, and when there’s more space, the full logo with the typography and icon can be used together.
We aimed to use colors that feel elegant and reflect the brand’s values.
From the logo, we also derived shapes and patterns that can help the brand become more expressive and dynamic.

Even though the first draft looked clean and elegant, the client later felt that the visual branding’s aesthetic might overshadow the beauty of the products themselves.
Her main goal was to create a product-oriented brand, with the focus more on the product than on the branding.So the direction we decided to explore was a quieter visual identity, everything minimalist.
The logo would be purely typographic, allowing people to feel the elegance in a subtle way, reflecting the values the client wants to communicate through her products.

After we finalized the direction—which was to go with a typographic logo—the next challenge was to find a typeface that combines elegance, calmness, and also reflects a sense of craftsmanship, since all of Lya Lin’s products are handmade.That’s why, when we explored various typefaces that convey those feelings (like serif fonts) we couldn’t find anything that truly captured what we were aiming for.
So we decided to create our own custom typeface, blending elements of a smooth sans-serif with added serifs that form the foundation of that classic, refined look.

This mix gave us the exact result we were looking for: a logo that’s elegant and quiet, yet also reflects the effort and craftsmanship behind the products.
This is what we showcased in the mockups.

The client was very happy with the results, especially when we reached the implementation phase in the real world, which is the most critical stage. It’s the moment when you really see whether the ideas will work in practice or whether they were just a nice vision on paper.Thankfully, after a couple of months, we saw that we had truly achieved the result we were aiming for. The quiet branding direction worked beautifully and gave a clean, subtle touch to Lya Lin’s products.It made the brand feel elegant and calm, creating a refined contrast that allowed the products to shine in any space they were placed in.This was the final result brought to life.

Brand Boards

These are brands I’ve worked with across different industries, countries, and project scopes.If you’d like to see my workflow and how I collaborate with brands, you can explore the case studies in the "Work" section.