New Loot

New Loot is an electronics store with a gamer soul. Speakers, controllers, smartwatches — the objects that live between the desk and the console.

Naming

The previous name was Outlag. The problem wasn't the name itself — it was that neither the .com nor the handle existed on any social network. Dead end.

We started from scratch alongside NSCH. Not to find something available — to find something that said exactly what the brand needed to say.

New Loot worked for two reasons at once. In gaming, loot is the reward, what you get after completing a mission. And new loot is literally new merchandise. A single phrase that speaks two languages without forcing either one.

Identity

For the colors we repeated the process we had already tested with High: mapping the competition on the color wheel to find the empty space. The electronics market in Argentina lives in blues, greens, and oranges. The entire zone of pinks and purples was completely empty.

We chose that palette, from fuchsia to deep violet. In a segment where everyone tries to communicate technological seriousness with the same cold colors, New Loot showed up with a completely different energy — closer to the gamer culture of the 2000s than to the corporate tech of today. Unexpected for the industry, recognizable from the first glance.

The mascot logo is a speaker built as a character. Not a product icon but a character with the brand's personality — the rounded, expressive shape of video game mascots from that era. The object you sell turned into the face of the brand.