Robinsson Cravents' ode to Scandinavian design for MOI
MOI is a scandinavian furniture brands store. Based in Bogotá - Colombia. I was hired in the early days of 2016 to create the visual identity, stationery and packaging design. I was inspired by the simple forms of furniture design like Furninova creations. Most of the products available in MOI are created by scandinavian brands. This gave me the inspiration to direct the concept towards there.
With a solid concept ready to be developed, I begun to think about the subject of colors. I did not want the brand to look very dark and cracked. The main colors of the identity of the Scandinavian countries are beautiful but it was difficult for me to work alone with them. Thanks to "Nordic Co-operation" norden.org/en. I was able to get proper information about the colors of the flags. From there I embarked on a search for other pantone colors (pastel colors) to create a balance and a cool mood, finally adding pantone nuetral black and cool gray to neutralize and complement a colorful range.
The shape of the "M" in the logo is created by the same formula of division (4) used in the "brand symbology". The contour of the logo seeks to give the element more character and strength, since it is a very short name. Also to maintain the geometric style of the symbols created from the nordic flags. Curiously the logo was designed after the graphic style. The brand tagline "New Nordic Design" was created by me, to replace a generic "New European Design".
The concept and story behind the graphics keep driving my inspiration-goals. Right or wrong but with a sense. I am so grateful to create a small tribute to Scandinavian design (I am big fan). Also this is a small homage to the man who gives me the inspiration to design, "Muggie Ramadani" , the true behance pioneer!
See the full project here
*Text and images taken from the Robinsson Cravents' Behance account