Tine Daum designed the Corporate Design f/u00fcr Smuk /u2013 a Berlin concept store owned by three women following their obsession with unique and handmade high-quality products /u2013 is not just about fair-trade and eco-friendly manufacturing: it/u2019s about the story behind each business and its goods. Applying exactly the same ethos to the store/u2019s branding and print materials, Tine Daum crafted a graceful and minimal wordmark and integrated it in a collateral system driven by materials and structure. Different shapes of green reflect Smuk/u2019s focus on sustainability, while a special attention to typography evokes the individual, personal touch that is central to the shop/u2019s curational concept. Smuk is about natural materials, intriguing textures and sustainable craftsmanship. This is echoed in the color system, but also the paper itself: it is made of 50% recycled wood fiber.