BUFFERLO – WIRELESS ROUTER BRAND CONCEPT
Project: Brand strategy, identity & campaign
Type: Student project
Client: Co/Plus (in collaboration with 3 Denmark)
As part of a student collaboration, my team and I were invited to pitch a new brand strategy and identity for a wireless router brand developed in partnership with Co/Plus and 3 Denmark. Following research into market positioning, tone of voice, and consumer needs, we developed Bufferlo, a cowboy-inspired brand built around the idea of freedom, mobility, and internet without constraints.
The brand strategy and concept development were created collaboratively, defining a clear narrative rooted in Western metaphors and modern digital behaviour. The identity balances humour and confidence, positioning the brand as a bold alternative within a highly regulated and technical industry.
After the strategic phase, I took on the role of lead filmmaker and photographer, producing campaign videos and imagery to bring the concept to life. I also worked hands-on with the graphic design, translating the brand world into visual assets across identity elements and campaign materials. Together, the work showcases how strategy, storytelling, and visual execution can merge into a cohesive and engaging brand universe.
Roles: Brand Strategy, Concept Development, Lead Filmmaking, Photography, Graphic Design, Campaign Content Creation
STRATEGY
The strategy behind Bufferlo is built around the idea of freedom in a market defined by limitations. By framing wireless internet through a modern Western narrative, the brand positions itself as a bold alternative for users who want mobility, simplicity, and control without contracts or constraints.
IDENTITY
The visual identity translates the cowboy universe into a contemporary context through strong typography, warm and contrasting colours, and playful symbolic elements. The identity balances confidence and humour, creating a recognisable and flexible system that feels both character-driven and accessible.
CAMPAIGN
The campaign brings the Bufferlo universe to life through video and photography, combining Western-inspired storytelling with modern digital behaviour. The visuals use parody and familiarity to communicate freedom, speed, and reliability, making a technical product feel human, bold, and memorable.
