Plastic Logic The World’s first proReader.

Plastic Logic, an international technology company dedicated to plastic-electronics, approached ATTIK to bring their first product to market. Having conducted cursory audience research, Plastic Logic needed to build a consumer-facing brand from the ground-up. This included brand-positioning, naming, logo and identity design, packaging and business system. The biggest challenge was to create a clearly differentiated eReader, which offered a premium reading experience to the business professional market. ATTIK commenced with naming Plastic Logic’s new device. We reviewed existing brand strategy and refined competitive positioning. Informed by key strategic insights, our naming process arrived at “QUE”.

Building from this name, ATTIK created a visual language for the brand which incorporated a premium, professional orientation. In addition to its business demands, ATTIK also drew on its unique design aesthetic–celebrating the simplicity of “black and white” and “paper and ink”. This brand language was then extended into business cards, trade show booth and product packaging. ATTIK created a distinct brand identity and positioning for QUE–defining a new “proReader” category. Working collaboratively with product design and client teams, ATTIK successfully launched QUE to industry acclaim at 2010 CES. Although the product is not yet available, QUE.com has already experienced significant pre-orders. Launch Website.