This project was a continuation of my collaboration with the same Indonesian furniture manufacturer, focusing on the development of a second brand aimed at a psychographic segment rather than an age group. The brief was to create a knock-down furniture line that responds to modern, tech-driven lifestyles. They aim to target individuals who spend much of their time working or creating on laptops and digital devices.
The client’s vision was to integrate technology into the furniture, such as embedded charging stations, Bluetooth speakers, and other smart features. My role was to translate that concept into a coherent visual identity. I proposed a modern-industrial direction that merges traditional shapes with sleek, tech-forward details. The brand’s signature color palette, teal blue and rust, symbolizes intelligence and tactile hardware. Together, it captures the balance between digital innovation and timeless design.
Here is the full video of the branding document flip-through.
