Sea Lion Electric Equipment had a genuinely better product, a compact electric mini excavator strong enough for real work, small enough to fit in the back of a pickup truck, and chargeable overnight at home. What they needed was a brand confident enough to go up against established names and shift a sceptical market.

The brand strategy made it clear, Sea Lion is a disruptor. The identity had to project confidence without arrogance, and carry a bit of personality to deflect the headwinds that come with fighting deep-rooted industry norms. The visual system delivers on that. A custom logotype that feels quick and agile. A geometric sea lion icon that works as a versatile secondary mark across products and marketing. The colour palette keeps the visual language feeling light and fresh, bringing in bold colour as needed, while the notches pulled from the logotype carry through as a unifying design element. The result is a brand that looks right at home alongside the big players, while making clear it's playing by its own rules.

3D Renders: CAV Studios