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project 5
project 5
project 5
production
production
/2025
/2025
overview
fo:und, a design-forward furniture brand, needed an identity that felt as considered as their products. the old branding was generic minimalism — clean, but it could've belonged to anyone.
fo:und, a design-forward furniture brand, needed an identity that felt as considered as their products. the old branding was generic minimalism — clean, but it could've belonged to anyone.
decisions
anchored the identity in a custom wordmark with a deliberate break in it (the colon), and built a flexible grid system that let the brand feel editorial across catalog, packaging, and web. chose warmth over the cold minimalism the category defaults to — real materials, real texture, type with a little character.
anchored the identity in a custom wordmark with a deliberate break in it (the colon), and built a flexible grid system that let the brand feel editorial across catalog, packaging, and web. chose warmth over the cold minimalism the category defaults to — real materials, real texture, type with a little character.
outcome
fo:und used the system across a full product launch and a retail popup. two years on, they're still running it unchanged — the best sign a brand was built right the first time.
fo:und used the system across a full product launch and a retail popup. two years on, they're still running it unchanged — the best sign a brand was built right the first time.