Automatenland
Branding
Creative
Food & Drink
Background
The Challenge
Let's be honest—nobody wakes up excited about vending machines. Until now.
Automatenland launched in 2021 with a radical idea: What if vending could be democratic? What if the solo entrepreneur had the same shot at success as the corporate giant?
They were already disrupting Germany's vending industry with digital solutions that actually worked. But here's the thing about disruption—it's messy. As they scaled from startup to serious player, their brand was everywhere and nowhere. Different colors on different days. Mixed messages across channels.
They needed more than guidelines. They needed a north star.
01. Our Insight
Here's what most agencies miss: B2B brands think they need to look "professional" (read: boring). But Automatenland's customers aren't corporations. They're humans running businesses. Humans who chose entrepreneurship over the 9-to-5. Humans who believe in taking risks.
Our breakthrough: Automatenland wasn't selling vending machines. They were selling independence. Equal opportunity. The chance to build something real.
02. Our Solution
We built an identity system around a simple premise: In an industry defined by gray boxes and invisible transactions, visibility equals viability.
The visual strategy centers on Telemagenta—a color that refuses to be ignored. This wasn't an aesthetic choice, but a strategic one. While competitors blend into their environments, Automatenland announces its presence. The magenta functions as both identifier and differentiator, signaling that this isn't business as usual.
The broader system balances boldness with flexibility. We developed a framework that could scale from a startup's first machine to a national rollout, maintaining coherence without rigidity.
Most importantly, we designed for how the brand actually lives: primarily digital, constantly in motion, always customer-facing. Every touchpoint reinforces the same truth: Automatenland isn't just modernizing vending, they're democratizing it.
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