Graphic

KOOSIM, a contemporary furniture brand, striking visual identity that brings together expressive design and thoughtful structure. Led by art director and designer Han Gao, the 2024 branding system reflects KOOSIM’s core philosophy—focusing and highlighting on colour, detail, and modular beauty. With photography by Shilu Wang, the project presents a polished and confident aesthetic that elevates every aspect of the brand experience.

KOOSIM is centered around a modular logo that subtly references furniture components through geometry and balance. Each element of the visual system, from the bold logo to the packaging layout, echoes the brand’s structural and functional elegance. The colour palette is confident and vivid, featuring tones like fuchsia, mustard, and slate blue that provide immediate recognition and visual impact. These colors are applied consistently across materials, building a brand that feels unified and full of personality. Beyond just visual appeal, the color system also plays a strategic role in differentiating product lines and flavoring customer perception—an intentional move that supports both branding and retail visibility. The result is a design that not only looks cohesive but also works seamlessly across digital and physical touchpoints.

Typography is modern and approachable, supporting clarity without sacrificing visual interest. It gives the identity a sense of ease while maintaining a professional tone. Product labels are designed with precision and simplicity, making the customer experience smooth and intuitive. References to furniture elements are handled with subtlety, adding a layer of depth for those who take a closer look.

Photography plays an important role in reinforcing KOOSIM’s brand voice. Shot in soft natural light with minimal backgrounds, the furniture pieces are presented with care and refinement. This restrained approach allows the bold packaging and sculptural forms of the products to take center stage. Together, the photography and design create a dialogue between craftsmanship and modern aesthetics.

KOOSIM’s 2024 brand identity is a standout example of how furniture branding can be both expressive and refined. It communicates clearly, resonates visually, and leaves a lasting impression. KOOSIM positions itself not only as a product but as a complete design experience.