001 / iSprzet · 2024
RINO — Flagship Rebrand
Branding · Packaging · Style Guide
RINO had a solid product and a weak face. A full rebrand from zero — new logomark, full label system, print-ready brand guidelines. Now it looks like a brand that earned its place on the shelf.
Teamtools sp. z o.o.
2024–2025
Brand identity · Packaging · Guidelines
Retail · Allegro · Web
A / Brief
A solid product.
Buried by its own packaging.
RINO had earned its reputation in the field — tools that didn't fail, customers returning without reminders. But the visual identity said otherwise. Outdated labels, no system, no logic that could scale. On the shelf, it looked like the cheapest option in the category.
The brief was deceptively simple: make RINO look like a brand that deserves its place. But behind it was something harder — building a visual system from scratch that survives at a centimetre on a label and two metres on a trade show stand, and won't fall apart after its first contact with a printing house.
No templates. No mood board pasted onto a presentation. A real brand system that works in the real world.
Before / After
From rhino to system.
Old logo: literal rhino, rounded, soft, accidental. New: geometric logomark, locked on a grid, read instantly at any scale. Wordmark redesigned for the product — strong geometry, no apologies for itself.
B / My role
Built it.
All of it.
- Visual language from zero — logomark, wordmark, color system, typography hierarchy.
- Label system covering the full RINO product portfolio. Modular, scalable, print-ready from day one.
- Brand guidelines precise enough that a new vendor doesn't need a second call to understand it.
- Supporting assets — trade shows, digital, RINO Pro X sub-brand. Whatever the launch needed.
C / Design system
One direction.
No hedge-betting.
The visual direction was built around one tension: industrial authority meets engineering precision. Black as a base — not because it's safe, but because RINO deserves it. Logomark locked on a grid, read instantly at any scale. Typography that doesn't apologize for its presence.
Every label operates on the same structural logic: category color-coded, hierarchy locked, production margins built-in. A new SKU doesn't need a redesign — it slots into the system. That's not an accident. That's the whole point.
Packaging that earned its shelf space — not borrowed it.Wiktor Nowak — design rationale, RINO rebrand 2025
D / Packaging & Labels
Labels that survive the product.
Not just the pitch deck.
Prepress wasn't an afterthought — it was part of the brief. Labels go on packaging that gets touched, stored, stacked, and shipped. Every file left my hands ready for print: bleeds, spot colors where needed, correct profiles. Zero calls from the printer with basic questions. This is the standard.
System, not a one-off
New SKU?
It just slots in.
Every category has an assigned color. Information hierarchy locked: product name, code, category, technical specs — always in the same order. A new product doesn't need a new design. It enters the template, gets the category color, goes to print.
E / Brand in use
A system that works
outside the guidelines.
Brand guidelines are not the goal — they are a tool. The real test is how the system behaves in real channels: an Allegro banner, social media, a website, a trade show booth. Every format has different constraints. The system should absorb them, not fight them.
Web / rino.pl
Product in center.
Text for function.
Structure: hero → categories → product lines → specific models. It doesn't start with marketing storytelling. Copywriting reduced to function: category, benefit, model, CTA. "New dimension of RINO" — simple and task-oriented tone.
F / RINO Pro X
Sub-brand for professionals.
Same system, higher register.
Pro X is heavier equipment for heavier use. The visual system inherits RINO's DNA — the same logomark, the same grid discipline — but it goes dark. Typography shifts to the 'Video' typeface for product voice, replacing Chakra. Less amber, more black, stronger hierarchy. The product is positioned as a tool for intensive work and tough conditions.
Brand hierarchy
Master brand.
Sub-brand.
Zero contradictions.
Pro X lives within the RINO ecosystem, but has its own character. A Pro X buyer knows they are buying more than the standard line. The color system and typography signal this without a word of explanation.
— Pro X Typography
G / Brand Guidelines
A manual that's a working document.
Not a decorative PDF.
44 pages. Every rule with a rationale. Not just "use this color" — but "why this color and what happens if you don't." A new supplier, a new employee, a new agency — everyone enters the system without a briefing from scratch.
H / Results & outcomes
The rebrand landed.
Everything that follows is easier.
RINO now looks like a premium brand — because it is. The system is coherent, scalable, and ready for what comes next. New products don't require new thinking. They enter the system and look like they've always been there.