Dcluttr's own brand is built for software buyers. Brand Factory sells to consumer founders, a completely different room, and it had to stand on its own without drifting from the parent. The deeper problem is the category itself: quick commerce moves in glances, so a restrained B2B identity would have disappeared on arrival.

We designed for the glance. A chunky, high-contrast wordmark that holds from an app icon to a tote bag, six greens set against watermelon pink and lime, and a geometric system of arcs and grids that survives any crop. Every cohort number became its own composition rather than a template with a digit swapped in, and the site was built in Framer so Dcluttr's team could move at cohort speed.

Brand Factory launched with an identity that reads nothing like enterprise software and everything like the shelf it competes on, carrying a mentor lineup that includes the founders of Blue Tokai, Open Secret, SuperYou and Barosi alongside partners from V3 Ventures and DSG Consumer Partners. The system extends from the website into decks, lanyards, tote bags, badges and social.