Atom Group is home to a diverse portfolio of innovative and award-winning drinks brands. While each brand within the portfolio has a strong individual identity, there was a need to present the collective offering under a unified and credible Atom Group banner.

The existing Atom Group brand mark carried equity and recognition, but the broader brand system lacked cohesion and visual clarity. The challenge was to create a design approach that would both honour the existing identity and elevate the presentation of the group’s full portfolio.

• Leverage the existing Atom Group brand mark without a full rebrand
• Create a design language that is ownable, clean, and modern
• Present a growing portfolio of brands in a way that feels premium and cohesive
• Ensure the system works across print, digital, internal, and external communications

• Develop a flexible brand system that frames and celebrates the Atom Group portfolio
• Maintain the integrity of individual brands while creating a clear group-level identity
• Elevate perception of Atom Group as a strategic, forward-thinking umbrella brand
• Ensure visual consistency across pitch decks, sales materials, web, and events

Audit & Discovery

Reviewed existing Atom Group assets and portfolio materials

Identified inconsistencies and visual gaps in how the group presented itself

Benchmarked against competitors and parent-brand architecture models in similar industries

Built a clean, modern design framework rooted in the existing brand mark

Developed a modular grid system for showcasing brand content

Introduced a refined color palette, typography system, and layout guidelines

Created hierarchical structures to support brand storytelling across varying contexts

Designed templates for brand overviews, sales decks, pitch documents, and digital assets

Created a visual hierarchy for portfolio storytelling, with flexibility for future brand additions

Applied the system to key materials including:

• Portfolio lookbook
• Group website landing pages
• Event collateral and investor decks

Unified Visual Identity: Atom Group now presents as a strong, cohesive parent brand

Elevated Perception: Clean, confident design system enhances credibility with partners, press, and investors

Flexible Brand Toolkit: Scalable across new platforms, new brands, and evolving materials

Improved Communication Clarity: Stakeholders and partners can now quickly grasp the scope and value of the portfolio

By strategically building on the existing brand mark, we created a modern, ownable design system that elevates the Atom Group story. The result is a more aligned and confident brand presence — one that supports business growth and better reflects the quality of the portfolio.