This is the design archive of Val Toch, a design director at JKR London, where he partners with ambitious clients to push brands forward and connect with their audience.

Selected works 08—21

Ocado is the pioneer of online grocery delivery in the UK. To support the rapid growth of the business, it was time to build the most digital, flexible and accessible version of the Ocado brand yet. We needed to craft an identity that would work across the entire brand ecosystem, capturing Ocado’s superior product range, surprising value and personalised service. 

To achieve this, we formed a truly collaborative partnership with the Creative & Branding team at Ocado, bridging the best of in-house and agency expertise to craft a brand identity that looks as good in the home as it does online.

Credit: JKR

What does it mean to Fizz? This was just one question on our minds as we set about revising Pepsi's global visual identity system. We created two new evergreen filters that can be applied to type, pattern, photography, and more. This new visual language embodies the dynamism and vitality of the iconic Pepsi brand.

Credit: JKR

Vredestein is one of the oldest tyre manufacturers in the world, with a legacy stretching back more than a century. Already a familiar name across central and northern Europe, and the inventor of the first Winter Tyre, the brand was seeking to grow globally. But to do so, we needed to refresh its well-worn look with a modern, precise identity.

Putting a new spin on Vredestein’s heritage, we combined elements from the glory days of tyre advertising with contemporary thinking to create a unique and digital-first identity. We've redesigned all product literature and websites, and refreshed all Vredestein social comms. All around a powerful brand idea: Refined by Design. 

Credit: JKR

Li Auto is the Chinese electric vehicle OEM founded by internet wunderkind CEO Li Xiang and backed by TikTok's developer Bytedance. Amongst a sea of competitors, Li Auto is completely unique for the completeness of the user experience design and the idea of the car as a hyper-connected touchpoint. Their first car, the Li ONE, is designed from the touchscreens out.

We helped Li Auto create its name, brand strategy, develop its identity, bring to life its unique mix of technology and customer obsession, and designed its groundbreaking Human Machine Interfaces. We also designed its retail experience. Li Auto has stores covering 47 cities.

Credit: Forpeople

Avid Hotels is a new hotel brand from InterContinental Hotels Group (IHG). Avid Hotels exist to offer the essentials done exceptionally well for short-stay travelers, and experiences that balance quality and price to feel just right, every time.  

Alongside our partners at IDEO New York we designed the full Avid Hotels hospitality experience, warm and straightforward, working together with potential guests and hotel owners. From digital booking to room design, we designed absolutely everything throughout the guest experience: arrival, public spaces, sleep, breakfast and gym experiences.

Growth Avid Hotels is one of the most successful franchise hotel launches of all time. Created only in 2017, there are already 25 avid™ hotels open, with a deep pipeline of more than 200 on the way.

Credit: Forpeople