Unwind

Unwind is the culmination of over 20 years of research and craft: a patented audio-cable technology that delivers recorded sound indistinguishable from a live performance. Rather than compete on technical claims in an already saturated market, the brand strategy centres on the emotive, immersive experience the product creates, resulting in an identity strongly differentiated from the wider hi-fi category.

Koki developed the positioning line, For the Love of Sound, to speak to a target audience of uncompromising listeners who care as much about the experience of sound as the music itself.

The identity is primarily monochromatic which contrasts with the vibrant, luminous coloured gradient element to emphasise the experience of sound that the product delivers. The colour is inspired by theatrical stage lighting and is applied across the site with a subtle animated flowing movement to emphasise the purity and drama of sound.

The intimate black-and-white portrait photography is a bold contrast to the gradient colour. It is gritty, deliberately private and unashamedly human. It pictures private moments with eyes closed, attention turned inward, listeners completely absorbed and embodying the love of sound rather than illustrating the product.
A considered pairing of italic serif and bold geometric sans type gives the brand an editorial voice, moving fluidly between emotive headlines and precise technical content.

Together these elements let the site hold two registers at once: the sensory, emotional experience of listening, and the substance of the science behind it.

For the live site experience go to unwind.co.uk

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