Overview
Challenge
Phoeby is a truly unique line of modular soft seating inspired by the remarkable adaptability of amphibians. Just as amphibians effortlessly move between aquatic and terrestrial environments, Phoeby Indoor and Phoeby Outdoor work together to create a cohesive, transitional space that blurs the boundaries between indoor comfort and outdoor freedom.
Create a logo for the phoeby furniture line. The design needed to feel balanced, simple, and clean. Inspired by the concept of adaptability, the logo should communicate the idea of opposites and harmony—bringing together indoor and outdoor living—while also embracing the nurturing of spiritual growth. At the same time, it should maintain a strong sense of cohesiveness with MooreCo’s existing product lines.
Team
Execution
Graphic Designer: Joseph Plata
3D Environment Designer: Joseph Plata
Render Artist: Joseph Plata
3D Modeler: Joseph Plata, MooreCo Engineering Department
3D Environment Designer: Joseph Plata
Render Artist: Joseph Plata
3D Modeler: Joseph Plata, MooreCo Engineering Department
To capture the concept of adaptability and express the balance between inside and outside, I utilized the negative space (counter) within the letter “O” to depict an outdoor scene-visually representing harmony between opposites.
to ensure cohesion with MooreCo's existing product line, I incorporated a monoline approach. at the same time, I wanted the design to have its own distinct personality, so introduced softer curves and repeated them throughout the mark to reinforce the original concept of balance.
