I also think the design is really current and in keeping with the brands identity, something I will have to focus on when designing my self-branding project. I also really like the typography used as I think it looks traditional as a serif font is used, however there are gaps in certain sections of the letter which make it look up to date and current at the same time.
I also really like their logo. It is designed based on an octapus, which is in keeping with the name of the brand. The design is incredibly slick and I really like the way the logo is enclosed with a patterned circle as it makes it look really professional and well designed.