In a world increasingly shaped by climate-conscious living and design innovation, few products manage to merge sustainability with aesthetics as seamlessly as Sunne, a solar-powered indoor light created by Marjan van Aubel Studio. At the heart of this product's visual narrative is Dutch designer Kees Bakker, recently honored as Freelancer of the Year at a major international design competition that recognizes brilliance in branding, digital creativity, and purpose-driven design solutions.
Sunne’s branding not only captures the functionality of solar lighting but encapsulates a philosophical shift toward an optimistic, eco-forward future. Bakker’s branding approach for Sunne integrates minimalist elegance with evocative visual metaphors, celebrating renewable energy in a way that feels emotionally resonant and visually iconic. His work demonstrates how branding can transcend the commercial and become a language for change, particularly in a world grappling with sustainability and the transition to green energy.
Illuminating Design: The Concept Behind Sunne
Sunne is not merely a lamp. It is a seamless fusion of environmental technology and aesthetic contemplation—a solar-powered ambient light designed to bring the quiet beauty of nature indoors. Engineered by Marjan van Aubel Studio and visually narrated by designer Kees Bakker, Sunne reimagines what illumination can mean in the 21st century. Hanging gently in front of any window, it captures the sun's energy during the day and emits a warm, soothing light after dusk. Its subtle yet immersive design turns it into more than a functional object; it becomes a living artifact of solar symbiosis. The product responds to the rhythms of nature and brings the serenity of the outside world into the heart of the home.
Sunne’s core innovation lies in its tri-modal lighting system—Sunne Rise, Sunne Set, and Sunne Light. These are not arbitrary names, but precisely curated representations of the daily solar cycle. Sunne Rise mimics the delicate hues of dawn, with amber and coral gradients evoking the promise of a new day. Sunne Set replicates the muted tones of twilight, gently inviting relaxation and a mental wind-down. Sunne Light serves as a consistent source of balanced, neutral illumination that supports daily activities without straining the eyes. This trio of lighting modes brings users into sync with natural circadian rhythms, encouraging mindfulness and a deeper appreciation for the subtleties of light.
Merging Minimalism with Solar Elegance
Sunne’s form is both minimal and graceful, influenced by the purity of modernist lines and the soft geometry of astronomical phenomena. It floats effortlessly in the space between functionality and sculpture, with its elongated oval silhouette resembling a solar eclipse. This deliberate design language was created to integrate seamlessly into various architectural environments—from minimalist apartments to warm, textured living spaces—without disrupting visual harmony.
What sets Sunne apart from conventional lighting systems is its commitment to untethered sustainability. It requires no cables, no sockets, no ongoing energy consumption from external grids. Instead, it operates autonomously by absorbing sunlight through integrated photovoltaic cells. The device stores solar energy in a concealed rechargeable battery, allowing it to emit light for hours after sunset. This seamless energy loop exemplifies the future of home lighting—elegant, off-grid, and in complete harmony with environmental imperatives.
Kees Bakker’s visual interpretation of Sunne as a brand needed to be just as refined. The branding required subtlety, clarity, and an emotional tone that mirrored the product’s clean energy ethos. Bakker distilled these qualities into a soft typographic identity that was at once intelligent and disarmingly simple.
Designing for Serenity and Sustainability
In a world dominated by clutter, noise, and visual overstimulation, Sunne stands as a beacon of design restraint. It is intentionally quiet in its presence but profound in its effect. Its sustainable purpose is embedded within every aesthetic decision. From the muted materials chosen for the product casing to the invisible solar panels that cloak its exterior, every detail has been considered through the lens of ecological mindfulness.
The branding mirrors this clarity. Kees Bakker crafted a visual identity rooted in typographic precision and elemental structure. By spreading the name “s u n n e” with deliberate spacing, the logo breathes. It evokes a calm, open sensibility that aligns with the product’s luminous function and solar source. This seemingly simple approach communicates much more than a name—it reflects a lifestyle of considered consumption, minimalist values, and timeless elegance.
Sunne challenges the notion that green products must compromise on beauty. It proves that sustainability and luxury are not mutually exclusive. Its refined branding elevates the product from an environmental innovation to a design icon, turning it into a desirable centerpiece in contemporary interiors.
The Poetic Potential of Renewable Energy
Sunne reframes how we interact with solar energy. Where traditional solar-powered products often emphasize efficiency or functionality alone, Sunne explores the poetics of renewable power. It gives solar energy a physical and emotional form that invites introspection and delight. In this sense, Sunne is as much a philosophical object as it is a practical one.
Its design encourages users to think about their relationship with the sun—not only as a source of light but as a partner in sustainable living. The transitions between light modes feel organic, echoing the changes in natural light outside. This gentle choreography is not accidental—it’s a metaphor for balance, attunement, and living in step with nature’s cadence.
Through his branding, Kees Bakker translates these metaphors into visual language. He employs gradients, curves, and color transitions that reflect sunlight passing through time. These graphic elements evoke a sense of optimism and continuity. They turn the branding into a visual hymn to the sun—alive, layered, and meaningful.
Harmony Between Object and Atmosphere
One of the most enchanting qualities of Sunne is the atmosphere it creates. Unlike harsh overhead lighting or sterile LED fixtures, Sunne emits a soft radiance that embraces the space it occupies. Its illumination is diffuse and enveloping, casting a tranquil ambiance ideal for reading, reflecting, or unwinding.
The product’s integration into the home feels effortless, largely due to its floating, frameless appearance. Sunne appears to hover in the air like a suspended horizon line, drawing the eye without dominating the view. It offers a daily spectacle of solar transformation—from the moment it begins harvesting light in the morning until it softly flickers to life in the evening.
This sense of visual and functional harmony had to be captured in the branding itself. Bakker’s design doesn’t rely on gimmicks or decorative excess. Instead, he builds meaning through restraint. The typography is devoid of clutter. The supporting graphics remain abstract yet instantly familiar. The tone of voice throughout the campaign reflects contemplation rather than urgency. Together, these elements create a complete ecosystem of calm sophistication.
A New Era of Light-Focused Design
As global conversations around climate responsibility intensify, designers are being called upon to innovate responsibly. Products must not only solve problems but do so with elegance and ecological intention. Sunne is an exemplar of this new wave of design thinking. It turns the act of switching on a light into a sustainable ritual—quiet, conscious, and beautiful.
This movement toward intelligent, solar-integrated design has broad implications for how we build our homes, choose our technologies, and live our lives. Kees Bakker’s branding becomes a case study in how visual design can amplify a product’s mission without overshadowing it. It draws people into the story and makes the intangible—like solar energy—emotionally accessible.
Sunne is part of a growing community of objects that ask more of us—not only to consume better but to feel more deeply about the things we choose to include in our spaces. Its branding invites consumers into this worldview. It transforms marketing from persuasion into participation.
Light as Language, Branding as Translation
Ultimately, the story of Sunne’s design and branding is one of translation. It is about turning light into language—visible, tactile, and emotional. It’s about rendering the abstract beauty of solar power into a sensory experience that speaks without words.
Through Kees Bakker’s minimalist visual system and emotionally attuned campaign graphics, Sunne communicates not only what it does but why it matters. The branding avoids the tropes of hyper-sustainability messaging. It doesn’t shout, but rather hums with intention. It creates a space for quiet marvel—a recognition of how something as ancient as sunlight can be harnessed in such a subtle, poetic way.
This approach to branding is not only effective but transformative. It demonstrates the capacity of design to tell complex stories with visual elegance. In Sunne’s case, it’s a story of planetary care, personal wellbeing, and the radical beauty of doing more with less.
The branding is not the final touch—it’s an integral part of the product experience. From the Kickstarter campaign to the unboxing moment, it guides users through an emotional and visual journey that enhances the core promise of the product: that light, thoughtfully captured and beautifully delivered, can change how we live.
Meet the Mind Behind the Work: Kees Bakker
In the evolving world of contemporary design, where cross-disciplinary expertise is rapidly becoming the norm, few creatives have mastered the fusion of strategy, artistry, and technology quite like Kees Bakker. Currently residing in Amsterdam, Bakker's global design journey has seen him immersed in contrasting cultural environments, each shaping his aesthetic sensibility and philosophical approach. What distinguishes Bakker is not just his visual acumen but his ability to translate complex ideas into elegant, impactful design narratives that resonate deeply and endure meaningfully. His contributions to branding, identity systems, environmental graphics, and motion design place him in a rare class of designers who are both cerebral and expressive.
An International Journey Shaped by Creative Diversity
Kees Bakker's creative odyssey began in the Netherlands but quickly expanded into the global sphere. After relocating to New York City, he immersed himself in the thriving American design landscape, where he spent over seven formative years refining his skills and collaborating with some of the most respected voices in the industry. His tenure included in-house roles at influential institutions such as the Whitney Museum of American Art—a crucible for modern and contemporary cultural expressions. There, he gained firsthand experience in museum branding, exhibition graphics, and the interface between visual identity and public space.
His time at Pentagram, particularly under the mentorship of acclaimed designer Michael Bierut, solidified his place within high-stakes, high-precision brand environments. Contributing to major accounts like Verizon, Bakker cultivated a mastery of working within strict corporate guidelines while still finding space for conceptual depth and design wit. His role in these teams extended beyond visual execution—he became an integral part of strategy sessions, typographic experiments, and long-term brand evolutions that required not only craft but vision.
These experiences instilled in him an appreciation for scale, detail, and versatility—traits that continue to inform his work today. It also reinforced the belief that design, at its core, is about solving human problems with beauty, intelligence, and clarity.
Grounding Creativity in Process and Collaboration
One of the defining characteristics of Kees Bakker’s creative process is his commitment to collaborative groundwork. Every project begins not with visuals, but with dialogue. He believes that the foundation of meaningful design lies in the clarity of the creative brief. By co-constructing this brief alongside his clients, Bakker ensures a shared understanding of goals, tone, audience, and potential. This method allows each participant in the project to bring their voice forward while creating space for imaginative interpretation.
This briefing phase is not a formality—it is a research-intensive, analytical process that often sets the direction for the entire project. Bakker uses it to identify emotional cues, cultural references, historical context, and emerging visual languages that might influence or inspire the design. Rather than jumping straight into software or mood boards, he begins by asking philosophical questions: What emotion should the brand evoke? What kind of legacy should the design leave behind? What unspoken values does the organization represent?
Once the foundation is set, Bakker gravitates toward typography as the genesis of visual storytelling. For him, type is not merely a vehicle for text but a sculptural form that can define a tone, a rhythm, and a visual logic. His sensitivity to typographic form reveals itself in subtle kerning, thoughtful alignments, and nuanced grid systems. From there, the work expands organically into composition, color, motion, and narrative layers—each carefully considered and context-aware.
Typographic Intelligence as a Driving Force
Typography is central to Kees Bakker’s philosophy as a designer. It’s not just a discipline he practices—it’s a lens through which he sees design. For Bakker, every brand identity, poster, publication, or digital platform begins with the letterform. He approaches type not just as a technical requirement but as a living entity that can express personality, hierarchy, emotion, and meaning.
His fluency in both classical and experimental typographic traditions enables him to craft work that feels rooted yet forward-looking. Whether he’s working on a minimalist brand mark for a solar product or designing kinetic type animations for cultural events, his ability to manipulate spacing, rhythm, and alignment gives the work a tactile elegance. His typographic layouts often demonstrate tension and control—using white space, hierarchy, and proportion to create harmony without predictability.
Moreover, Bakker’s typographic choices often form the emotional backbone of his branding projects. Instead of relying on heavy symbolism or overworked logos, he trusts that a well-crafted wordmark can tell a complete story. He believes in the power of reduction, finding richness through restraint. This ethos becomes especially powerful in projects like Sunne, where the brand voice is quiet, deliberate, and deeply connected to natural cycles and minimalist aesthetics.
Returning to Europe: Integrating Experience with Experimentation
After years immersed in the fast-paced design ecosystem of New York, Bakker returned to the Netherlands—a decision that marked a new chapter of creative exploration. Back in Europe, he began applying his international experience to highly collaborative, experimental projects with an emphasis on cultural relevance and visual storytelling.
His work with the Van Lennep Agency on the Le Guess Who? Festival pushed him into more expressive territories, blending graphic design with music, motion, and audience engagement. This festival work involved not only designing promotional materials but also shaping the event’s entire visual atmosphere—from typographic installations to animated visuals used across digital platforms. Similarly, his contributions to the Oerol Festival embraced site-specific design, where environmental graphics needed to co-exist with natural landscapes and live performances.
These projects helped him reconnect with the physicality of design—working with large-scale formats, printed media, and spatial storytelling. They also deepened his interest in designing for experience rather than just visuals. In these settings, Bakker’s role expanded from designer to interpreter, translating abstract cultural themes into accessible and emotionally resonant visual language.
Embracing Motion Design as a New Creative Frontier
During the slower seasons of the global pandemic, Kees Bakker turned inward and invested time in learning motion design. What began as an exercise in curiosity became a transformational extension of his skill set. Animation allowed him to revisit static projects and breathe life into them, exploring how design could evolve over time rather than remaining fixed.
This exploration into kinetic design dramatically expanded his expressive vocabulary. Typography in motion became one of his signature techniques, enabling him to create dynamic identities that could shift tone, tell stories, and respond to different platforms. His work now routinely includes animated logos, fluid transitions, and interactive sequences that heighten the viewer's engagement.
Motion has since become a core part of his design process. It enhances the emotional weight of his branding, particularly in campaigns that rely on rhythm, atmosphere, and digital immersion. It also allows for a deeper connection between the audience and the brand, particularly in digital-first environments where static design no longer holds the same power it once did.
The Power of Freelance Independence
Kees Bakker has embraced freelance life not out of necessity but out of intention. Freelancing, for him, is not a temporary state but a strategic lifestyle that allows him to choose projects that align with his values, explore different industries, and maintain creative autonomy. It enables him to work across geographies, collaborate with diverse teams, and remain flexible in his methodology.
He views freelance design not as isolated labor but as a dynamic, embedded form of practice. Bakker often becomes a temporary but integrated part of his client’s culture, understanding their challenges from the inside before translating them into design solutions. His freelance model has allowed him to work fluidly between institutional clients, start-ups, creative studios, and non-profits—all while maintaining a consistent standard of design excellence.
This independence has given him the freedom to experiment, the space to learn, and the agility to adapt. It has made his portfolio unusually diverse, ranging from cultural festivals and solar startups to global brands and social initiatives. Despite this range, the throughline remains constant: an intelligent, thoughtful approach to branding rooted in collaboration, exploration, and visual precision.
A Vision Anchored in Meaningful Design
Kees Bakker stands at the intersection of art and logic, where design becomes more than decoration—it becomes a method for understanding, clarifying, and inspiring. His journey through typography, collaboration, global experience, and motion design has equipped him with a uniquely rounded perspective. He doesn’t chase trends. Instead, he listens—deeply—to context, culture, and client.
His branding work, especially with products like Sunne, proves that design can amplify sustainability, evoke emotion, and guide behavior. Whether it’s through a whispering wordmark, a slow-moving gradient, or a printed poster at a cultural festival, Bakker’s work reminds us that visual design holds the power to illuminate not just objects, but ideas.
As he continues to move between formats and frontiers, Kees Bakker remains committed to the idea that great design is never rushed, never superficial—it is intentional, insightful, and always human at its core.
Crafting a Visual Identity with Purpose
Designing the brand identity for Sunne was not a conventional exercise in aesthetics; it was an intricate process of translating philosophy into form. Kees Bakker, with his discerning eye and methodical approach, recognized early that Sunne was more than a lighting product—it was a manifestation of solar elegance, environmental integrity, and emotional resonance. Therefore, the identity system needed to embody both the technical precision of renewable energy and the poetic rhythm of the natural world. The result is a visual language that moves fluidly between stillness and vibrancy, utility and aspiration.
Sunne’s branding was constructed with a dual-pronged methodology: one axis grounded in minimalist refinement, and the other in expressive narrative. This allowed the identity to function across different touchpoints—from engraved product details and instructional materials to immersive digital campaigns and emotional crowdfunding experiences. Every element within the identity was calibrated to speak softly but powerfully, much like the product it represents.
The Power of Subtle Typography
At the heart of the identity lies a seemingly simple but carefully crafted typographic wordmark: s u n n e. This spatial lettering choice was not arbitrary. It reflects the temporal expansiveness of sunlight, the openness of the sky, and the uninterrupted journey of photons across space. The wide spacing breathes, inviting contemplation rather than demanding attention. It sets the tone for a product that is silent, autonomous, and gentle in its function.
Typography here serves a metaphysical role. It is not just a name, but a visual metaphor. The lowercase characters suggest humility and approachability. The extended kerning reinforces the ambient nature of the light—soft, spreading, and unobtrusive. This typographic expression also allows for flexibility in implementation, maintaining elegance across mediums without compromising clarity.
From embossed product markings to foil-stamped print manuals, this wordmark functions like a whisper: discreet, dignified, and consistently beautiful. In a world filled with overstated branding and aggressive visual identities, Sunne’s logo introduces an alternative—a brand that listens more than it speaks, and in doing so, gains the user's trust.
Developing a Modular Visual System
While the logo anchors the identity, the larger visual system ensures coherence and adaptability across both analog and digital contexts. Kees Bakker constructed a framework based on geometric balance, restrained color palettes, and consistent grid structures. This allowed for the visual identity to extend into various formats while preserving the integrity of its core message.
Neutral tones drawn from natural materials—muted beige, soft charcoal, solar gold—form the base palette. These are supplemented by ambient gradients that mimic sunlight’s tonal shifts throughout the day. The grid system, derived from the proportions of the Sunne lamp itself, allows for flexibility while retaining alignment with the object’s physical dimensions. This subtle reference to the product’s geometry reinforces continuity between brand and object, an important element in design-led product ecosystems.
Every brand asset—from business cards and packaging inserts to environmental signage and mobile app interfaces—was treated as part of an interrelated network. The visual language remains quiet and unobtrusive, allowing the product’s presence to shine without unnecessary distractions.
From Identity to Narrative: A Campaign Rooted in Emotion
The second half of the brand development focused on extending the core identity into a vivid and emotive campaign, particularly for Sunne’s Kickstarter launch. Crowdfunding, by nature, requires more than explanation—it demands connection. Here, Bakker expanded the brand’s language to incorporate movement, metaphor, and storytelling. The campaign had to do more than present a product; it needed to inspire belief in a lifestyle.
Visuals centered around natural phenomena—gradual sunrises, deepening twilight skies, and celestial eclipses. These motifs were rendered through animated graphics, layered gradients, and cinematic transitions. Each visual component was intentionally slow, mimicking the gradual passage of sunlight, reinforcing the concept that Sunne is not an artificial light, but a continuation of nature’s cycle.
The eclipse motif, for instance, became a symbolic cornerstone of the campaign. Representing both concealment and revelation, the eclipse alluded to the hidden power of solar energy and the beauty of its manifestation through design. These visual cues elevated the campaign above the level of traditional product marketing and moved it into the realm of storytelling—where emotion meets functionality.
Visual Poetry in the Digital Space
In the digital rollout of Sunne, Bakker used motion design and web interactivity to extend the ambient nature of the product into the online environment. Micro-animations were employed throughout the Kickstarter page, where light flares, soft fades, and gradient shifts followed the scroll rhythm of the user. These interactions weren’t flashy but contemplative—inviting visitors to slow down, observe, and connect.
These details proved vital in distinguishing Sunne from other tech products. Where many solar innovations are framed around efficiency and utility, Sunne’s branding emphasized emotion, ritual, and lifestyle. It positioned the act of charging with sunlight as a beautiful habit, rather than a technical function.
Even in product demonstration videos, the cinematography followed the same ethos. Natural light played across surfaces, camera movement mimicked solar rotation, and transitions echoed the phases of the day. All of these decisions were coordinated under the brand’s umbrella to present a consistent sensory experience, from packaging to screen.
Packaging as an Extension of the Brand Experience
Bakker's vision for Sunne’s brand identity extended into the unboxing moment, where tactile design elements reinforced the product’s ethos. The packaging is minimal, using recycled materials with no unnecessary plastic components. Instructions are printed in low-ink layouts, prioritizing clarity and reducing waste.
The exterior of the box carries the wordmark—barely visible, embossed in soft relief. Inside, the manual unfolds like a poster, with gradient-infused diagrams and spatial layouts that mirror celestial maps. Even the typography inside the packaging maintains the integrity of the brand’s visual silence. Fonts are set with precision, leading is generous, and icons are simplified into lunar-like forms.
Every part of the user’s tactile journey, from opening the box to activating the lamp, feels cohesive and ceremonial. In doing so, the packaging becomes more than a container—it becomes a vessel for values. It reinforces that every decision behind Sunne was made with intention, respect for the user, and reverence for nature.
Aligning Brand Strategy with Sustainability
Kees Bakker ensured that every branding decision supported Sunne’s core mission: to redefine how we use and perceive light in the age of sustainability. The identity was not created in isolation but developed in tandem with the product’s material choices, energy mechanics, and production philosophy. In this way, the branding did not just represent the product—it became an advocate for the values it carried.
This synergy between design and sustainability is what makes the brand authentic. It communicates without overt environmental slogans or greenwashing tactics. Instead, it lets form, function, and feeling converge naturally. Consumers don’t just see a sustainable product; they feel the importance of sustainability through every design touchpoint.
This approach is especially relevant in today’s market, where audiences are more informed, more skeptical, and more selective. Brands that demonstrate integrity in every layer—from supply chain transparency to logo placement—stand out not by being louder, but by being consistent and truthful. Sunne’s brand identity, under Bakker’s stewardship, achieves exactly that.
Purpose-Driven Branding for a Light-Filled Future
The visual identity of Sunne is a masterclass in purpose-driven branding. It shows how design, when aligned with ethos and executed with clarity, can elevate a product from commodity to cultural artifact. Through its typographic restraint, metaphorical richness, and emotional engagement, the identity encapsulates everything Sunne aspires to be: thoughtful, sustainable, and beautifully attuned to the rhythms of the world.
Kees Bakker’s dual-pronged strategy—refined core identity paired with evocative narrative visuals—allowed Sunne to shine both as an object and as an idea. It created a bridge between technical innovation and personal resonance, making solar power not just accessible but desirable.
In a crowded design landscape where many brands compete for attention with noise, Sunne’s branding succeeds by doing the opposite. It draws you in with softness, invites you to look a little longer, and rewards you with meaning. It turns a functional necessity—light—into a meditation on beauty, connection, and planetary care.
Motion as a New Creative Language
One of the more serendipitous developments in Kees Bakker’s creative evolution was the introduction of animation into his practice during the pandemic. With live projects slowing down, he turned to his archive, revisiting past designs and bringing them to life through motion graphics. This self-driven exploration into animation became a defining shift in his design vocabulary.
"Learning animation reawakened my interest in illustration and visual storytelling," he explains. "It opened an entirely new dimension in how I could communicate ideas, especially ones that needed to evolve over time or within an interactive environment."
This new skillset found its expression in the Sunne campaign, where gradients subtly shimmered, and solar-inspired forms gently moved—inviting viewers into a tactile and immersive brand experience. The integration of motion not only enriched the storytelling but also brought the product’s core idea—light harvested from the sun—into experiential clarity. It transformed static visuals into living, breathing representations of solar energy in action.
A Team Effort Worth Celebrating
What made the Sunne branding project particularly fulfilling for Bakker was the synergy among diverse creative minds. Designers, engineers, strategists, and campaign managers all played integral roles in shaping the project’s success. This spirit of multidimensional collaboration allowed the project to flourish from concept to campaign.
"There was a beautiful interplay between different areas of expertise," Bakker reflects. "Everyone was passionate about the product and brought their own unique perspective to how it could be communicated visually and functionally."
This alignment of vision and skills led to a holistic branding solution that felt both technically sound and emotionally compelling. The result is a campaign that doesn’t just market a product—it communicates a collective vision of innovation, sustainability, and shared human values. It’s a textbook example of what can happen when creativity is nurtured within a collaborative framework.
Recognition That Inspires the Next Chapter
Receiving the prestigious Indigo Design Award for his work on Sunne has been both affirming and motivating for Kees Bakker. While his work has been widely respected within design circles, this was his first formal award recognition—a milestone that has encouraged him to continue pushing into uncharted design territories.
"Winning this award feels like a catalyst," he says. "It’s not just about validation; it’s about momentum. It’s a sign that exploring new formats, mediums, and ideas is worth the risk."
What’s next for Bakker remains open-ended, but it’s clear that his future work will continue to blend thoughtful design with meaningful impact. Whether working on projects related to environmental awareness, cultural storytelling, or future-forward technology, his practice remains grounded in clarity, curiosity, and an unwavering belief in the power of design to shape better experiences and better futures.
Final Thoughts:
The branding journey of Sunne, led by Kees Bakker, is not just a testament to compelling visual communication—it’s a reflection of how design can actively participate in shaping the future. In today’s world, where sustainability, conscious consumption, and innovation are more than just buzzwords, Sunne positions itself as a meaningful product with an equally intentional brand identity. It offers more than function; it delivers an experience, an emotion, and a philosophy—one that celebrates our relationship with the natural world and encourages cleaner, smarter living.
The strength of the Sunne branding lies in its ability to convey complexity through simplicity. It doesn’t scream for attention, nor does it rely on overused visual clichés often seen in green marketing. Instead, it whispers with purpose. The identity is built on clarity, aesthetic restraint, and the poetic metaphor of solar light. It invites introspection, inspiring users to reflect on how everyday choices—like lighting—can become statements of environmental responsibility.
Kees Bakker’s work demonstrates how branding can do more than support a product—it can elevate it, add dimension, and connect it with a larger narrative. His holistic approach—starting from typographic experimentation, integrating animation, and extending into emotional storytelling—transforms Sunne from a product launch into a cultural moment. It reminds us that branding done right doesn’t just sell an item; it builds belief, fosters connection, and invites engagement across physical and digital realms.
Moreover, the collaborative nature of the project reflects a modern design ethos rooted in diversity, dialogue, and shared vision. It’s this collaborative intelligence, combined with Bakker’s distinctive creative discipline, that enables the Sunne project to resonate deeply and authentically.
As design continues to evolve in response to climate challenges and technological shifts, Sunne serves as a radiant example of what is possible when vision, innovation, and purpose converge. Its branding is not just about aesthetics; it’s about illuminating a future where thoughtful design leads us—not just toward innovation—but toward empathy, sustainability, and light in every sense of the word.
