Both explore sculpture and space in their elegant identity for musical furniture producer Minim

Minim craft semi-sculptural products suited to housing and displaying musical instruments with the aim of encouraging the reorientation of spaces to better embrace music. Turning to Both to develop not only their identity but also their extended brand, including its narrative, name, printed matter and art direction, the Melbourne-based studio developed an equally as sculptural and striking identity; one led by the notion of space, physicality and construction. The identity itself revolves simply around Minim’s characterful logomark, which was designed and optimised to thrive when adorned to any material at any scale. “The concept for the logo is tied to the nature of music itself,” Both tell us, “as repetition and patterns are key foundations of the way music is constructed.” “For certain deliverables like the tape and tissue paper, we have really leaned into this idea of repetition,” they add, “and created an endless pattern where there is no start or end to the logo;” a sentiment in line with the brand’s tone of voice and narrative. This sentiment is further bolstered by the tactile printed solutions produced across the identity, which provide a timeless and elegant platform for Minim to thrive upon.