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: logo construction, color, type selection, brand guidelines, and a visual language that works across print and digital.
Role
Co-founder and creative lead. Defined Minofmeer's manifesto and shaped it into the brand system: creative direction, brand guidelines, and all visual assets.
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 forced consistency.
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
Geometric cube mark representing systematic, structured thinking. Isometric construction allows multiple viewing angles while maintaining recognizability. Pattern system derived from cube geometry, dots create texture without overwhelming content. Scales from small accents to full backgrounds. Color palette: Deep blues for credibility, cream for warmth. Structured application rules prevent misuse. Typography: Geometric sans for hierarchy and precision, balanced with softer weights for readability. Supports English and Chinese without separate systems.
Operational system
Grid systems, layout principles, and documentation clear enough for non-designers. Modular presentation templates with smart slide structures. Standardized proposals and contracts. Professional deliverable packaging for seamless handoffs. Result: Anyone in the studio could produce on-brand materials independently. Typography hierarchy reduced visual clutter and improved comprehension.
Website design
Portfolio site organized like the work itself: systematic and clear. Case studies as numbered cards with brief descriptions. Every project page follows identical structure, no surprises, no scrolljacking. Pattern appears sparingly for texture. Transitions are slow and deliberate. The site demonstrates the studio's approach: organized thinking, functional design, zero 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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