Role:
Brand Identity
Duration:
2024
Outcomes
Increased Brand Recognition
Consistent, architectural branding enhanced MBH’s identity within the home decor space
Distinct Market Positioning
MBH carved out a niche in the decor market, appealing to consumers seeking architectural-inspired luxury decor.
Enhanced Parent Brand
MBH would strengthened Brutalist Home’s overall brand appeal by broadening its product offerings
Overview
MBH (My Brutalist Home) is a home decor line inspired by the raw beauty and minimalism of Brutalist architecture. MBH translates the monumental forms of Brutalist architecture into scaled-down decor pieces that combine functionality with artistic elegance. Each piece serves as a functional object and a sculptural statement, embodying the distinct aesthetic of Brutalism in forms that integrate seamlessly into modern interiors. As the Brand Identity Designer, I was tasked with creating a cohesive brand identity that reflects MBH’s commitment to combining architecture-inspired design with home decor.
Challenges
• Scaled Monumentality: Conveying Brutalist architecture’s essence in smaller decor pieces.
•Art Meets Function: Balancing luxury aesthetics with everyday functionality.
• Brand Consistency: Aligning MBH’s identity with Brutalist Home’s established brand.
Approach
•Industrial Palette: Used concrete grays, black, and metallics for a raw, elegant feel. •Structural Typography: Chose bold fonts to reflect architectural strength and form. •Minimalist Design: Focused on simplicity to highlight each piece’s sculptural quality.
Solution
The final brand identity for MBH embraced the bold, industrial aesthetic of Brutalist architecture through a refined color palette, structural typography, and minimalist design. Product packaging and digital assets featured high-contrast imagery and concise copy that highlighted each piece’s dual nature as art and function. MBH’s brand identity maintained Brutalist Home’s architectural roots while translating it into a decor context, appealing to both design enthusiasts and everyday buyers. The website and marketing materials further emphasized the decor line’s sculptural quality, positioning MBH as an accessible way to bring Brutalist-inspired design into the home.
Minimal by Size, Monumental by Design.
Tommy Jacobson
