Mind

Mind is a smart living solutions brand built around the belief that technology should make everyday life easier, not more complicated. Instead of selling technology as a technical product, the brand positions itself around value, comfort, and a better way of living.

The core idea was developed from “The Sommelier of Smart Living Solution”: a brand that is knowledgeable and reliable, but never arrogant. Mind acts as a thoughtful guide that understands what people need, simplifies complex technology, and helps them live more comfortably without having to think too much about the system behind it.

The scope covered a complete corporate identity system, including the logotype, logomark, logo placement, colour system, typography, imagery direction, and brand applications. The identity was designed to feel inclusive, approachable, humble, and reliable while still giving the brand enough flexibility to support different product lines.

A major part of the work was the development of Mind Sans, a custom typeface derived from the logotype. The type system was designed to feel minimal, clean, friendly, and easy on the eyes, with multiple weights for flexible use across brand communication, web, mobile applications, and product-related materials.

The colour system combines a neutral common palette with a more expressive product palette, allowing the brand to remain calm and accessible while still giving each product category its own character. The imagery direction focuses on human-centric lifestyle photography in home environments, supported by product shots placed naturally within interior settings.

The system was extended across brand guidelines and applications such as collaterals, storefront signage, staff uniforms, magazine spreads, webpages, billboards, and other communication materials.