White Tuque




Brand Development

Guidelines & Assets

Logo Design

White Tuque’s founder Rob Stewart wants to shake up the world of cybersecurity.

Most of his competitors presented themselves as orderly, reliable, and generally uninteresting software vendors, Rob had spent enough time in boardrooms discussing digital security with CEOs and government officials to know there was a genuine appetite for the intrigue and drama of espionage and covert action. Even if all parties knew it didn’t exactly reflect the reality.

After a couple of false starts, Rob came to Larche for a brand identity that was more than just an illustration of a beanie. With a company name directly referencing Black Hats and White Hats, we turned for inspiration to underground movements of all kinds – from early Shepard Fairey to LA punk bands.

One of these things is not like the others.

Now we had our criteria for success:
how cool would it look spray painted on a wall?

The solution was a test in restraint – distilling the idea of "tuque" into its basest components – with just a touch of unplaceable subversiveness. The initial designs made us all vaguely uncomfortable, and we didn’t know why. A sure sign we were on to something.

We couldn’t stop there, though. Despite its simplicity, the design took many variations, tests, and even a deep dive into religious iconography to make sure we got it just right (and stayed clear of any inadvertent references). 

(In the end, we just bumped the pompom down a scootch.)

Next, we put together a comprehensive set of brand guidelines that codified photography, typography and usage to ensure all aspects of the brands visual language reinforced White Tuque's new positioning.

Where’s the merch?

The new branding has definitely cemented White Tuque's status as a disruptive up-and-comer in the cybersecurity space. As expected, the new brand and its story have been well-received by the C-suite. And as awareness grows, Rob regularly receives inquiries from industry insiders (in both the private and public sectors) looking to purchase SWAG and apparel bearing his logo.

The whole experience, end to end with Larche was amazing for this entrepreneur.  Got to learn so much about the creative process including what goes in to developing brands we all love.

Having partners like Larche that compliment your skillset and know how to turn a bunch of  ideas, concepts and visions – into a cohesive brand – cannot be undervalued.  Love having them in our corner.
Robert Stewart