Toni is a revolutionary encrypted private ecosystem that houses personal data and acts as a home and life assistant. Toni puts the power of personal data back into the hands of consumers, rather than in mass data centres, enabling a safe and secure everyday for all.

Toni came to NewEdge in need of a brand identity for their product, including logotype, colourway, fonts and accompanying assets for their investment push. As they were breaking the norms in the crowded home assistant space, they wanted a brand that was soft and welcoming, whilst ensuring the key value of security was upheld throughout.

We carried out a series of initial calls, followed by brand workshops to develop a logotype and comprehensive brand guidelines that included a range of assets for use by Toni ahead of their investment round. The process was fluid and allowed the Toni brand to evolve organically over the course of several weeks ahead of our deadline.