Challenge

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Bunched started with a simple idea: families needed a better way to share the photos, videos, and everyday moments that matter most. We set out to build something that felt completely different from traditional family apps and social platforms. We wanted Bunched to be private, playful, simple, and genuinely enjoyable to use, without the noise of followers, algorithms, adverts, or AI training.

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But there was another challenge at the heart of the brand. How do you make an anti-AI product look unmistakably human?

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With Bunched built around protecting family memories from AI, it was important that the brand itself didn't fall into the increasingly generic AI-generated aesthetic we're starting to see everywhere. The identity needed to feel human-made, personable, expressive, and full of character.

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The challenge was therefore to build the entire brand and digital experience from the ground up, creating a distinctive identity that could communicate trust and privacy while still feeling warm, modern, playful, and distinctly human.

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Our Solution

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We developed the Bunched brand from the ground up, from its strategy, positioning, naming and visual identity through to the website, app experience, launch campaign and ongoing marketing.

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At the heart of the brand is a playful family of adaptable and versatile fruit characters, each bringing its own personality to the Bunched world.

 

From brand mascot Orange to Pear, Banana, Apple, Strawberry and Grapes, the characters give the identity a distinctive visual language that moves away from the predictable aesthetic of family-focused technology.

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Every character, illustration and visual detail was deliberately created to feel human-made rather than AI-generated, giving Bunched a sense of personality and imperfection that feels appropriate for a product centred around real people and real memories.

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We carried this identity across the full Bunched experience, creating a cohesive ecosystem spanning the app, website, social media, advertising and launch materials.

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The result is a bold, recognisable consumer brand that feels distinctly human in an increasingly automated digital landscape, built around a simple proposition:

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Built for families, not followers.

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Year: 2026

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Industry: Technology / Family & Consumer Apps

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Project Scope: Brand Strategy, Brand Positioning, Visual Identity, Logo Design, Character Design, Illustration, App Design, Website Design, Digital Experience, Social Media, Marketing Campaigns, Advertising & More