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Process
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4 min read
Colour is a decision, not a mood
How we choose a brand colour with arguments, tests and real context instead of moodboards, and why it lasts longer.
Ines Kowalski
Founder, creative director
Colour is often picked last and defended least. We do the opposite.
Start with the category
We map every competitor's colour on one wall. The gap on that wall is usually the answer.
Test it in the wild
Before we commit, we put the colour on a coffee cup, a shop sign and a phone screen. If it survives all three, it stays.
Check | Where we look | When |
|---|---|---|
Proofs | Printed, under shop lights | Every round |
Files | Named so a stranger can find them | At handover |
Rules | Written down, reviewed with the client | Each quarter |
A colour you have to explain is the wrong colour.
Notes and proofs from the same job.
Key takeaway
Map the category's colours on one wall; the gap is usually your answer.
Colour · Strategy · Process
Written by
Ines Kowalski
Ines started the studio in a spare room with two desks and one rule: never make work that could belong to anyone else.
