A number of years ago I had the opportunity to design a brand from the foundation up - there was nothing but a NEED to challenge the world of furniture & the industrial designers PASSION to see it through.
From laying down the core values and strategic direction, to what they want their furniture to stand for in the long term to the naming of the brand.
AMOQ: Liberating Furniture
It was not easy and it took months. Then years went by. The designers busied themselves designing amazing furniture systems that made their clients millions, building up a phenomenal portfolio of work to validate their design principles that underpins AMOQ.
Then they decided to open a pop-up-store - to show the result of designing for the worst client ever - themselves - showcasing their revolutionary products - they're waiting on the latest to come off the production line. From the heaps of elements that were created - the designers chose a few to roll-out instore.
AMOQ - designed as a non-brand - there is no specific logo, no specific style, no specific look. Aside from NEON ORANGE. It is designed to interact with the senses - to go beyond the static.
For more stuff on AMOQ check out their website (the new one will be launching soon) http://amoq.co.za/
From laying down the core values and strategic direction, to what they want their furniture to stand for in the long term to the naming of the brand.
AMOQ: Liberating Furniture
It was not easy and it took months. Then years went by. The designers busied themselves designing amazing furniture systems that made their clients millions, building up a phenomenal portfolio of work to validate their design principles that underpins AMOQ.
Then they decided to open a pop-up-store - to show the result of designing for the worst client ever - themselves - showcasing their revolutionary products - they're waiting on the latest to come off the production line. From the heaps of elements that were created - the designers chose a few to roll-out instore.
AMOQ - designed as a non-brand - there is no specific logo, no specific style, no specific look. Aside from NEON ORANGE. It is designed to interact with the senses - to go beyond the static.
For more stuff on AMOQ check out their website (the new one will be launching soon) http://amoq.co.za/
AMOQ various logos
AMOQ photos (in order from top down)
1-5 AMOQ pop-up store
6 AMOQ table legs
7-8 AMOQ picture rails
1-5 AMOQ pop-up store
6 AMOQ table legs
7-8 AMOQ picture rails
9-10 AMOQ business cards & invoice book
AMOQ posters (in order from top down)
Liberating furniture
Liberating furniture
No sacred cows
Caged chaos
Bleeding heart
