Legal, but make it zen: Sonder Studio’s wellness-inspired brand for caralegal redefines LegalTech

As our inboxes overflow with privacy policy updates and cookie consent pop-ups become the unwelcome gatekeepers of our online experience, it’s hard not to be reminded of the prevalence of data collection in our day-to-day lives. Yet, what if legal data compliance wasn’t another corporate headache but rather an integrated aspect of business that flowed naturally through operations? What if regulatory adherence could be breezy? This is precisely the paradigm shift that caralegal aims to create. To help communicate their strengths more confidently, they invited Berlin-based Sonder Studio to lead their rebrand. Flipping the script on legal data compliance, caralegal is an enterprise software solution that transforms complex legal data compliance into a seamless, streamlined process. Their technology enables companies to fulfill legal data protection obligations effortlessly, making legal data responsibility the new standard in business operations. With an identity centred around a diamond symbol and blues and greens, the former identity had felt, according to Sonder Studio’s Co-founder Caroline Kasper, “generic and overly startup-y,” and didn’t accurately convey what caralegal stands for. “The old identity felt more like luggage rather than legacy,” she continues, “so we let it go and built something that truly represents caralegal today.” To stand out in this space, it was a question of embracing a completely different direction to the typical B2B LegalTech aesthetic – cold blues, grays, and abstract technical jargon.