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marlow
brand identity, art direction
rebrand, art direction
/Aug 15, 2026
/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.
dont set your ideas in stone. set them in jelly.
dont set your ideas in stone. set them in jelly.
dont set your ideas in stone. set them in jelly.
Tuesday, October 27, 2026
2026. bhagyashree mohan