Kursonada is an up-and-coming furniture manufacturing company that creates upcycled pieces from salvaged Filipino antiques and turns them into bespoke modern pieces. 

The philosophy that inspired the founders is to bring the traditional Filipino carpentry to modern standards by learning how to marry the two ideas.

For the brand's visual identity, we went with the same philosophy –how can we balance the two distinct aesthetics of modernism with traditional Filipino carpentry? 

A visual similarity we noticed between the two is a grid. Inspired by the wicker rattan weave of traditional Filipino chairs, we created a simple 40x40 grid as the aesthetic backbone of all the graphics for the brand.

The name of the brand – Kursonada, is indicative of the consumer culture of how a homeowner shops for “just the right” furniture to reflect their own identity in their personal spaces. We wanted the name to be an obvious indication of the distinct Filipino character of the brand’s products.

We also got to name the first line of products – Lumen, Amorsolo, Gawa ni Pitoy, and the Fernandopo. We decided on a naming scheme inspired by Pinoy pop culture that could best reflect the nature of the product.

To add to Kursonada’s pool of assets, we created gradient-mapped images of Filipino furniture to further show the balance between tradition and modernity. We aligned the brand’s verbal identity through cheeky headlines to appeal to its relatively younger market

The grid system we devised for the visual assets also came in handy for creating a distinctive layout system that’s easy enough for the brand to produce in-house.