There are 4783 ICOs listed on ICObench, the online ICO rating platform. This number is only going to increase as new blockchain applications are discovered. ICOs have witnessed both huge success and failures, which leads to the question: how to successfully launch an ICO?

Having a viable product and an achievable road-map are certainly important to the success of an ICO. However, you need something that will attract potential investors to discover how valuable your blockchain solution is for themselves. This is why the first step to launching an ICO is always about creating a memorable first impression – and that means effective branding.

 The place to start your branding exercise is your ICO website. This is the first place that potential investors will visit to learn more about your project. ICO branding is no different from branding for any other business. Here’s a look at 10 examples of small business branding to inspire your ICO launch.


1.    Death Wish Coffee

The Death Wish Coffee brand is known for making the ‘world’s strongest coffee’ in both caffeine and flavour. It is this unique selling angle which is made extremely clear on the landing page and throughout the rest of the site.

Death Wish Coffee is challenging, intriguing and even comes with a ‘highly addictive’ warning. Provocative language is used alongside a unique logo and a strong colour scheme to get consumers interested.

Key takeaways from this brand include:

  • Memorable visuals
  • A clever colour pallet – red in the marketing world is associated with urgency and a fear of missing out. It’s the colour used for call-to-action buttons such as ‘buy now.’
  • A strong and consistent USP


2.    Imperfect Produce

Imperfect Produce started after a successful crowdfunding campaign via Indiegogo in 2015. The company sells the food that is too ugly to be sold in stores. Due to their appearance alone, such produce is available at a discount, although there is nothing really wrong with the fruits and vegetables.

The website states, “Imperfect fights food waste by finding a home for ‘ugly’ produce. We source it directly from farms and deliver it to customers’ doors for 30%-50% less than grocery store prices.”

Key takeaways from this brand include:

  • Eye-catching visuals shared via the website and visual social platforms like Instagram.
  • A USP which provides a solution to wider global issues like food waste.


AND UNION, a Bavarian craft beer manufacturer, designed beer cans with a very specific goal in mind – to break the stigma that only cheap beers come in cans.

Co-founder of AND UNION, Rui Esteves, stated, “We wanted to create a can that you hesitate to throw away after you’ve had the beer. I end up leaving stacks of these empty cans in my kitchen because I feel bad throwing such a beautiful thing in the recycling.”

Key takeaway from this brand:

  • Appearance matters. Branding greatly affects how people view and feel about your product/service, so design elements must be given careful consideration.


4.    Qoñi

A wonderful fusion of contemporary design and regional talent, Qoñi is all about celebrating the local talent of a small artisan community in Peru.

In order to bring handmade woolen products to the masses, the brand was brought to life by design agency Leo Burnett’s Canadian branch receiving a new name, wordmark, brand story, look book, promotional merchandise and retail tags.

Qoñi means warmth in the native language of the region, which was suitable for the brand due to the cosy alpaca goods it offers its customers.

Key takeaways from this brand:

  • Whether you’re rebranding or starting from scratch, make sure your brand messaging is consistent, meaningful and relevant.


5.    Doctor Manzana

Doctor Manzana is a technical service and support business, located in Valencia, Spain. It offers support services for tablets and smartphones. To enhance their outreach and attract new customers, the business hired Masquespacio Design to develop a new brand identity.

The branding specifically focused on attracting customers from different spheres of life, from geeks to fashionistas. Several colours were used, although all in pastels, through a brand image that plays continuously with the angle of 54 degrees, formed by the reflection of the mobile phone screen.

\Key takeaway for this brand:

  • Don’t forget marketing for mobiles! Many people have smartphones these days and therefore you want to expand your outreach. If you’re a tech company, not having a mobile optimised site could create a negative impression.


6.    Lumosity

Lumosity is a leading online brain training program boasting over 60 million users worldwide. The creators of this initiative, Lumos Labs, state on their website, “we believe in helping people keep their brains challenged. That’s why we created a simple online tool to allow anyone to train core cognitive abilities.”

The website is inspired. Firstly, the landing page background is blue, a colour associated with intelligence and the call to action buttons are red in contrast to symbolise urgency. The content is neatly broken up making it readable and there are plenty of visuals to interest the consumer as well as testimonials.

Key takeaways from this brand:

  • Key marketing messages above the fold so people don’t have to scroll.
  • A clean, neat website that’s not too busy.
  • Appropriate use of colours.


7.    Mexout

A small eatery called Mexout needed a strong brand, for which they hired Brave Company. A classy basement look was given to provide a much-needed fresh and modern look for the business.

The designers came up with a number of options for the logo to choose from. The overall rebranding matched the cement walls, painted floors and leather couches of this eatery.

Key marketing messages from this brand:

  • Be consistent
  • Tie together offline and online marketing efforts so your brand becomes instantly recognisable.


8.    Bony to Beastly

This online business helps skinny guys build muscle. The business communicates the key benefits, making it a great example of small business branding.

Key takeaways from this brand are:

  • Use of visuals can deliver the message in seconds. The photo of a skinny guy next to a bulky one conveys the entire story of the brand in one look.
  • A simple message is easy to remember.
  • The brand’s vision is summarised in one line.


9.    Notio Olive Oil

An estate in the village of Agios Floros, Greece, is the home of olive oil producer, Notio Goods. Comeback Studio developed the brand design.While the typography might seem disorganised at first, the letters are actually aligned around a central access which is supposed to reflect traditional Greek values like simplicity, purity and clarity.

Key takeaway from this brand:

  • Have a reason behind the decisions you make and talk about the branding ideas you opt for on your website to help consumers form a connection with your company.


10. Sumber Waras

Sumber Waras offers traditional Chinese medicine for a wide variety of ailments. The medicines are created from herbs traditionally found in China. This business needed its branding to portray its rich heritage and history, while also establishing that this is a modern-day business in Indonesia. The Time Stamp of the Ming dynasty was used for inspiration. The Ginseng used in the design of the logo depicts health, stamina and strength, while the silhouette depicts a free-flowing spirit or a human-like figure.

Key takeaway from this brand:

  • Use images that can be easily associated with your type of business as relevancy is key.

A brand represents the overall perception people have of a company. So, the next time you are brainstorming on how to launch an ICO, make sure you take inspiration from some of the most successful small business branding efforts.