Founded in 2016 by childhood friends Maarten Bodewes and Dimitri O, Loop was their response to an unsuccessful search for stylish and comfortable earplugs that can filter sound while protecting the eardrum.

With the lofty ambition to become the ‘Ray Ban of earplugs’, the company’s in-house creative studio teamed up with branding agency WeWantMore to create an identity that embodied this vision. While earplug brands usually incorporate zen-like, soothing visual language, the design team decided to take the opposite approach, shifting the brand’s strategy to: ‘Your Life, Your Volume.’

The updated icon and wordmark both feature a geometric O shape that nods to the design of the product itself. The typeface is also customised with a bespoke O glyph, while a vibrant colour palette, which varies according to choice of earplugs, takes the product firmly out of its purely functional context.

Credits:
Loop Earplugs
Category: Brand Identity, Rebrand
Entrant: WeWantMore
Design Studio: WeWantMore
Creative Director: Sebastien Greffe
Strategic Director: Thomas Vanden Abeele
Graphic Designer: Kenny Smet
Copywriter: Zita Van Dijck
Motion Designer: Ward Coertjens
Project Manager: Stephanie Aerts
Clients: Nathalie Lefever, Laura Soave, Maarten Bodewes, Dimitri O, Alex Aráez