Mellow 

The mellow brand identity project was developed for a home accessory and furniture concept store focused on creating tranquil home experiences through balanced, serene design elements. The brand positioning centers on beautifying customers' worlds with everything from home accessories to exclusive furniture pieces, emphasizing calmness and serenity as core values. The central design challenge was creating a visual identity that would authentically reflect the concepts of balance, infinity, and tranquility, leading to the strategic decision to develop a custom ambigram logo—a calligraphic design that maintains multiple visual interpretations and can be read both right-side up and upside down.

The ambigram approach was chosen both conceptually and aesthetically because these symmetrical forms naturally inspire feelings of balance and equilibrium, creating a more tranquil visual experience for viewers. The design team made several intentional decisions to enhance this effect: using all lowercase letters to give the brand a humble, approachable feel while making the word "mellow" nearly symmetrical, creating a custom glyph that functions as both an 'o' when upright and an 'e' when inverted, and shortening the lowercase 'l' to achieve visual unity across the wordmark. Throughout the design process, continuous testing of the logo's animation was crucial to ensure the final result maintained perfect balance when transitioning between its dual orientations, ultimately creating a unique typographic solution that embodies the brand's core philosophy of tranquility and equilibrium.