case study

Kaldi: A Product Studio with a human touch

Bringing humanity to complex software work

Kaldi is one of the fastest growing Slovenian product studios. From early discovery to global scaling, they help clients and partners through product strategy, software engineering, and a people-first mindset.

Like many B2B tech companies, Kaldi leaned heavily on what they did and not how it felt to work with them. I joined their team and helped them translate the right values into a new identity system.

From internal clarity to trustworthy identity

When we started the rebranding process, it was clear that the company knew exactly who they were and what were the main benefits of working with them. They mainly struggled with translating this into an identity that would attract the right kind of clients. Together we distilled what would remain cornerstones of the new brand:

Their exceptional, thoughtful and structured process that many clients praised
Communicating reassurance: Kaldi had always nurtured a competent team of developers and product designers
Long-term partnerships built on trust. Many projects they take on can last a couple of years or more.
Keeping the story of the name alive through illustration and a warm colour system. Kaldi is the name of the Ethiopian shepherd, who discovered coffee after observing his goats becoming energetic and dancing after eating red berries. His inventiveness reflects Kaldi’s company spirit (and plays nicely with the evergreen joke about developers working throughout the nights and drinking plenty of coffee)

Faces behind the code

Over a couple of months, we worked closely together to explore branding ideas, define the visual identity and slightly redesign the logo.

Together, we laid the foundation for a clearer, more human website. The creative direction focused on balance, which meant reflecting Kaldi’s technical depth without becoming cold and showing their structured process in a playful way.

One of the most important tasks was bringing forward the people behind the brand, showing the faces behind the code. The identity wasn’t about standing out loudly. It was about feeling thoughtful, grounded, and trustworthy, just like their projects.

As the founder shared:

“Mina helped us see our company more clearly, not just visually, but strategically.”

After: a brand that matches how Kaldi works

With the refreshed identity in place, Kaldi evolved from a ‘software agency’ to a ‘product studio’. The new visual language helped create a stronger alignment between who they are internally and how they appear externally.

The new branding pairs friendly copy with warm colors and a humanistic serif typeface. Photos of employees communicate the people behind the company and a visual structure of the process helps potential partners understand the workflow better. All these visual assets reflect the values of the company.

As Kaldi continues to grow, their brand now helps the right clients recognise themselves in the way they work:

complex projects, handled simply and thoughtfully.

Branding is always a team effort!

Team Kaldi:
Aleš Čadež (CEO)
Amedea Derenda, Product Design Team Lead
Katarina Mlakar, Product Designer
Kika Blatnik, Copywriter