Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail

Helsinki-based designer and art director Tino Nyman has joined forces with Finland and China-based interior design studio Yatofu for the uber-refined identity and spacial design of jewellery brand InDetail – resulting in a physical space and visual brand that is equal parts mindful and sophisticated. Established in 2018, InDetail seeks to support environmentally-conscious and young creatives, therefore requiring an identity that reflected the attentive nature of the retailer, as well as its forward-thinking and innately contemporary voice – manifested no greater than their slogan ‘The Art of Effortless Elegance.’ Working side-by-side, the identity and the interior seem one and the same, cut from the same cloth, subtly exuding simplicity and composure alongside a thoughtful undercurrent of character. Necessary to achieve this balance is Tino Nyman and Yatofu’s concoction of typefaces; operating with Colophon Foundry’s Nib, Jiyukobo’s Hiragino Kaku, Source Han Serif by Adobe and a bespoke slogan typeface from Schick Toikka – seeking to highlight the slogan as a key element of the brand’s communication strategy.