TAP2 is an AI-first ERP system born between Italy and Netherlands, designed to optimize paym​​​​​​​ent processing, employee scheduling, and data analysis — all through a mobile-first experience tailored to the restaurant industry.

We were asked to create a brand identity that would resonate with a Dutch audience used to minimal and rigorous design, while still leaving room for international growth.

Concept
The TAP2 logo is built on a clear conceptual foundation:
Two stylized POS devices, viewed from the side, form the number 2, a core element of the brand’s name.

The symbol is tilted at a 35° angle to suggest motion, digital flow and a tap gesture, a nod to fast interactions and real-time operations.

Colors
The TAP2 color palette is built around a vibrant blue, chosen to express clarity, innovation and speed. It’s supported by a dark blue and deep black for contrast and a soft light gray to balance the composition and enhance readability.

Visual System
The visual language combines strong geometry with soft gradients and 3D glassy elements to express clarity, depth and tech precision. The typography is clean and modern, designed for UI readability and brand consistency.

The symbol adapts across different contexts: from app icons and product UI to physical devices and printed materials, maintaining clarity at any scale.

Visual Style 3D Elements
We enriched the brand with 3D-styled visual assets representing the ecosystem around TAP2: credit cards, stylized POS terminals, digital coins and mobile phones — all rendered with a glass-reflection style.

Creative Direction Support
Alongside the branding work, we also provided creative direction to guide the development of TAP2’s animated assets and user interface.
Our visual system and design indications served as a foundation for the motion design team and UI developers, ensuring coherence between brand identity, app experience and communication.

Launch Campaign
We also handled the visual direction of the launch campaigN, including outdoor posters and billboards — reinforcing brand awareness through sharp, essential visuals.