Vazen
Retail Data AI Platform
Client:
Vazen
Year:
2026
Scope:
Visual Identity
,
Logo Design
,
Guidelines
Vazen (formerly VST) is a shelf intelligence platform for grocery retail – bringing retail data and AI together with shopper research at its core, across four products.
Project Description
The grocery industry has been running on the same systems for thirty years. Vazen is changing that.
Vazen (formerly VST) began as a category management tool and became a retail data AI platform. Four newly named products. Data leaders in the room alongside category teams. An identity that couldn't carry any of it.
They came to me at an inflection point. The name and strategy were already there, done in-house. What they needed was a visual identity system with the confidence to match, one that holds together across a website, socials, marketing and events.
The 'V' logomark and grid system are made up of interchangeable pixels and rectangles, representative of the platform itself. Space Grotesk, the primary typeface, adds to the dynamic 'data as design' feel. An identity for a company that knows it's ahead and doesn't need to shout about it.
Four products sit on top – Coplan, Studio, Testing and Ask Vazen. Each icon is built from the same elements as the logo mark. One system, four products.
The brand guidelines were delivered in Markdown, ready to drop into Vazen's company knowledge base – so anyone on the team can roll out on-brand content with Claude.
A brand that finally matches the ambition of the platform.
