Case Study

Showcasing materiality, texture, and unexpected details.

Brand identity for Melbourne furniture designer, Sedni Studio.

Lead by industrial designer Daniel Stavridis, Sedni Studio is a furniture design studio with a strong signature characterised by texture, detail, and a sense of the unexpected. Having a strong sense of adventure, Stavridis’ design is often driven by details that connect people to products through a sense of adventure and inventiveness.

The brand identity for Sedni Studio looks to fashion and architecture for inspiration. One of our vital design challenges was to create an identity with a strong presence, that could just as easily platform and hero the products designed by the studio. 

We designed a bold, structured typographic logo, which then formed the basis for a typographic system across the required printed assets. Wide open space, justified text and and a strong grid system gave the brand a signature look, while also allowing for the images and information to remain front and centre.

Sedni Studio Primary [Stacked] Logotype

Printed assets were designed with a simple grid structure, and justified type, to create open spaces for large imagery and an elegant use of colour.  A series of careful paper and stationary selections were also made to ensure that the physical printed assets felt authentic to Sedni Studio’s design typology.

Again, we took a simple approach to the website in order to tell a consistent brand story for Sedni Studio. Keeping our typography choices consistent with all printed assets was key in introducing a new, smaller studio to the Melbourne market, in addition to clearing showcasing their first range of lighting, Atu.

Sedni Studio Primary [Flex] Logo


Brand Identity

Sedni Studio

Melbourne, AU



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