arora. Rebranding
arora is a company of innovators and technological leaders in the IT/food tech market, creating large-scale projects in the field of food delivery. With 20 years of experience working with analytics and a range of tools for the restaurant business, arora believes that technology should liberate, not complicate. The company approached us with a request to develop a brand platform and visual identity — to present its complex technological processes in a language that is understandable to the customer.
For us, the creation of a modern, digital, and systematic identity became the projection of arora’s new language. We designed a new communication language that highlights arora’s technological advantages. Our research indicated that clients come to arora for automatization and acceleration of all processes, as well as to eliminate routine tasks. The metaphor of computer vision formed the basis for techniques to be implemented in the company’s visual identity, advertising, and information media. The modern technological solutions offered by the company are what turn chaos into order, allowing to predict and influence the future.
Research and brand platform
After conducting an intense analysis of the product, we determined that arora is the Architect of the Future — it conducts tools with their calculating capabilities and data processing speed.
arora gives businesses computer vision — a tool that simultaneously sees thousands of variables, analyzes them, and estimates the surrounding situation. Revolving around processes, seeing the full picture of what is happening, analyzing and processing it, it sends information to the customer in an accessible and understandable format. arora’s real tools, which usually remain “behind the scenes,” have become the prototype for a new visual language.
We assembled a visual style from arora’s solutions, tools, and approach, gathering key meanings and giving them form.
Logo
The old arora logo contained a distinctive element—a split circle in the letter “O” symbolizing a cycle, a route, or movement. This image existed as an isolated technique within a single letter.
In the new version, we developed this technique into a system. The nature of the division was transferred to the entire logo, forming a solid graphic logic, where each letter is part of the overall movement and structure.
old logo
new logo
Visual concept
The visual language of heating maps, data scans, technical interfaces, system reports, and streams of numbers — everything that reflects systemic and digital infrastructure.
The graphic displays markers, soft-coding symbols, scanning elements, gradient activity maps, and a technological grotesque that emphasizes systematicity and digital precision.
In rebranding of arora, we reconsidered the visual identity of the brand, relying on internal tools and service analytics. We kept the continuity in the logo and colors, but transformed them into a system that can work in a digital environment and stand out from competitors. Based on an analysis of arora’s product features and visual interfaces, we built a new communication platform — from font logic to graphic and photo style principles.
We developed a comprehensive identity: logo, typography, color system, graphic modules, visual guidelines for interfaces, presentations, media, and merchandise. The entire visual system is based on a clear metaphor — data, flows, analytics, helping the brand to be recognizable, technological and flexible.
P.MOTION 2025
Art-director: Denis Levchenko
Producer: Kirill Galushko
Brand strategy: Ann Anarchy
Graphic design: Anna Osintseva, Liliya Idiliya, Denis Levchenko
Motion design: Semion Levchenko
PM: Nika Zhusueva