Minofmeer identity
Brand identity and visual system for an independent furniture and craft studio.
Brand identity for Minofmeer, a furniture and craft studio in Taiwan. Complete visual system: mark construction, color, typography, pattern language, packaging, exhibition materials, brand guidelines, and portfolio website, refined continuously over ten years.
Role
Co-founder and creative lead. Defined the Minofmeer manifesto and shaped it into a brand system: creative direction, brand guidelines, and every visual asset.
Team
Co-founder + product designer
The challenge
A new furniture and craft studio needed a complete visual identity before it could present itself to the world, no existing brand to build on, everything had to be defined from zero.
The approach
The entire identity grows from the "min vs meer" philosophy. Every visual decision traces back to it. Design adapts to context , not formulas, shaping story-driven furniture and hand-made objects by what each project needs.
Minofmeer means "more or less" in Afrikaans. The name is the philosophy: design is circumstantial. Some projects need restraint, others need more. That balance shows up in every decision, what material to use, how much detail to add, when to hold back and when to push further.
Color palette
Primary
#466A8C
Secondary
#4E655F
Tertiary
#543144
Typography
More or less
More or less
Identity development
The logomark is a geometric cube built on an isometric grid, shifting perspective depending on the viewing angle. The lockup pairs it with custom typography for formal applications. The pattern system extends that same geometry, scaling from restrained accents to commanding full-surface treatments.
Brand applications
Same identity, different expression. Business cards stay restrained. Packaging shifts to dark finishes with gold detailing, built to feel like the furniture inside. An exhibition poster drops the formality entirely. The system holds because the rules follow the context, not the other way around.
Digital media
Digital touchpoints follow the same philosophy. Clean structure, consistent layouts, and enough flexibility to let each piece set its own tone. No decoration for decoration's sake.
- Challenges1/2
Building a system flexible enough to go from restrained to expressive without breaking. The guidelines had to bend with each project, not fight against it.
- Insights2/2
If someone needs the guidelines explained, the guidelines are too complex. The brand works because it gets out of the way.
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