Environmental organization Bebat, which has been collecting, sorting and recycling used batteries for 20 years, commissioned Color Navigator to expand and optimize their use of color in function of their brand identity.
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To create a consistent and recognizable color identity, it is important to map the original use of color in a neutral way. As the first step of the color audit, we placed the original Bebat colors on our CN matrix. From the matrix it became clear that the original colors were spread over the different styles and types, causing little unity and consistency in the palette. There was a need for optimization and supplementation of the original use of color.
Since Bebat has built a strong identity on its green-beige logo, we only proposed a subtle shift of their original brand colors. To increase readability and freshness, the colors have been optimized without affecting their individuality.
In addition to the two main colors, Bebat mainly used warm, activating colors (see upper right corner on the left matrix). Based on our brand research, we put together a color palette that supports brand colors and offers a consistent, future-oriented look (see right-hand matrix).
The selection of brand and context colors was based on the identity of Bebat. The new color palette allows them to address their three different target groups (B2B, B2C & schools) in a targeted way.
Finally, we collected the results of our research in a Color Brand Guide. The main purpose of this guide is to facilitate the consistent application of color and to activate the desired triggers with the right audience.