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TOFU
TOFU is built for marketers who are tired of doing the same work over and over again.
Instead of writing dozens, sometimes hundreds, of variations of the same email, landing page, or ad, TOFU does it for you. You tell it who you’re targeting, and it generates tailored content for every audience segment automatically.
When they came to us, they had the foundation of something powerful. Now it needed a brand system that could carry that idea forward.
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the challenge
TOFU started with a logo, but the ambition went far beyond that.
They needed a full identity system that could support a fast-moving product and a growing team, something structured enough to create consistency, but flexible enough to keep up with the pace of modern marketing.
There was also an important constraint to work with. The cube in their logo was something they believed in but on its own, it wasn’t yet a system. The challenge was to take that single idea and expand it into something that could live across every touchpoint without feeling repetitive or forced.
At the same time, the brand needed to communicate something deeper.
Marketing today can feel overwhelming and TOFU exists to simplify that experience. So, the brand needed to strike a balance between complexity and clarity without ever feeling cold.
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the solution
We leaned into the idea that was already there and gave it meaning.
The cube became a Rubik’s Cube, one of the most recognizable symbols of complexity. It perfectly captured the reality of modern marketing, where everything feels like a puzzle with constantly shifting pieces.
The cube became a flexible component that could transform, adapt, and build layouts across the brand. It gave us a consistent visual language without boxing us in.
Light, airy layouts created breathing room, while a slightly quirky typeface added a human touch. The acid green accent cut through the simplicity with just enough energy to keep the brand feeling sharp and modern.
Once the identity was in place, we brought it to life through the website and we built TOFU’s brand guidelines and a set of practical templates. These included landing pages, email and ad creatives and more.
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