A startup with a history.

The Client

The SSA Group decided to spin off their digital division into a new company, bringing together a team of digital creatives, engineers, product owners, and other experts to build on their success in the F&B SaaS space. As part of this transition, the product design team was tasked with developing the brand, with about two months to come up with a name and create the initial branding.

The Goal & Approach

The goal was to build a scalable digital brand in about two months, one that could work seamlessly across all platforms. To get started, the team held several workshops to brainstorm a name that resonated with the SSA Group’s CEO. Once the name was settled, they moved on to branding workshops to define the visual direction. The focus was on creating a brand that was distinct but flexible enough to easily integrate with other brands, as Cinchio would be positioned as a plug-and-play SaaS solution for F&B and retail.

The Outcome

Drawing on the history of the SSA Group and the meaning behind the name Cinchio, the team embraced the concept of a knot. The idea was that Cinchio would make F&B solutions “a cinch,” simplifying what can often be a complex process for operators in both F&B and retail. The initial branding reflected this, with a clean, minimalist approach—using light touches of color but primarily sticking to a black-and-white palette to emphasize flexibility for future partnerships.

The Future

In recent months, I began working on evolving the brand into a 2.0 direction. My team and I had the creative space to really explore new ideas, and we had about a year with the current brand to understand client sentiments. One example of this evolution can be seen in the water bottles I was preparing to order before leaving Cinchio Solutions. We leaned into a four-color palette that we found resonated well with the brand’s target audience.

© Andrew Preble Design