Future Candy: Transforming a Start-up to a Brand with a Future.

Nick Sohnemann of Future Candy and Falko Ohlmer of Arndt Benedikt truly galvanized the audience with their presentation. The exuberant founder Nick Sohnemann practically danced across the stage, painting enthusiastic technological visions of the future and the possibilities awaiting us.

Self-dri­ving cars, the Inter­net of Things, Vir­tu­al Reality

You might think at first it was just typ­i­cal male fan­tasies. But it’s about more than just try­ing out gad­gets and sci­ence fic­tion. Future Candy’s Busi­ness is to show com­pa­nies what can be done in the future and to pro­mote inno­va­tion. In work­shops, future projects are devel­oped using Design Think­ing Meth­ods. Of less impor­tant is whether the projects are real­ly fea­si­ble or if they actu­al­ly fail.


Always a plea­sure to wit­ness Nick live. No need for cof­fee any more after see­ing him in action.” – Falko Ohlmer, Man­ag­ing Part­ner of Arndt Benedikt.


The cor­po­rate design of the start-up need­ed an over­haul. Nick Sohne­mann did­n’t think that was such a big deal: “Just get Pho­to­shop going and pret­ty up the logo a bit.” But the brand­ing process with its many ques­tions about iden­ti­ty, posi­tion­ing and core mes­sage turned out to be high­ly demand­ing. In the end, the effort paid off. Future Can­dy chose the most pro­gres­sive of three design options offered, and the agency was ful­ly behind that choice. The logo is an iso­met­ric rep­re­sen­ta­tion of the ini­tials FC, whose sur­face areas are filled with pop art pat­terns and can­dy col­ors (light blue, rasp­ber­ry and dark yel­low). The image was sup­ple­ment­ed by a sober Amer­i­can sans serif, dyed pho­tographs and a palette of ani­mat­ed pic­tograms that play­ful­ly explain the themes of dig­i­tal trans­for­ma­tion. The new claim per­fect­ly cap­tures the brand’s core:We are the dig­i­tal trans­for­ma­tion engine.”


Land of unlim­it­ed opportunity

Since the com­mis­sion to devel­op a new logo, the agency has han­dled more and more projects and had a lot of fun in the process: “Work­ing for start-ups often means that you can break com­plete­ly new ground … so you can sim­ply pull out the under­growth and build some­thing entire­ly new,” says Falko Ohlmer. “It’s real­ly annoy­ing, you can’t just take the old doc­u­ments any­more,” is a com­plaint Nick responds to with a mis­chie­vous grin on his face, “Well, we have a style guide now”. The point being that the uni­form style cre­ates trust that brings cus­tomers to the com­pa­ny. “Big Ger­man car man­u­fac­tur­ers don’t meet with com­pa­nies that look shit­ty,” con­firmed Nick Sohnemann.


The cor­po­rate design was well received inter­nal­ly too. In the office, the pat­tern on the walls is the same as the back­ground for staff pho­tographs. “We live the style in the office. That’s what an entre­pre­neur absolute­ly needs: the com­mit­ment of staff to the com­pa­ny. “The ini­tial skep­ti­cism gave way to a close part­ner­ship with the agency. Com­ing up soon are more “annoy­ing” projects such as a trend report with glo­ri­ous lay­outs everyone’s just going to love.

Text: Christine Wenning | 25.7.2017 | Fotos: Arndt Benedikt | CXI 17