Sterling

The assignment:
Sterling Polish Company’s intention was to simplify and modernize its brand identity, logo, and product packaging, while still honoring “The new good old Sterling”. Although Sterling has been a well-known, premium household name for decades, research revealed that the brand’s look was somewhat outdated. Our task was to create a clearer, more consistent identity that combined simplicity, innovation, and tradition.

The goal:
To create a consistent, modern design system that brings Sterling’s brand, products, and overall visual identity together.
The aim was to make the brand stand out on shelves, improve recognition, and maintain familiarity for longtime customers, while providing a flexible foundation for future products.

The approach:
We reviewed Sterling’s old brand guide, products, and competitors. Then we created a simpler, more modern logo and introduced three new typefaces. For the packaging, we added a new hierarchy and the color Nightblue, which strengthened the brand expression and complemented the primary and secondary colors. The result is a cleaner, more confident brand, supported by a simple, easy-to-use Design System.