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Can a brand identity thrive entirely without a traditional logo mark?
For JHUND, we took a calculated risk: stripping the entire visual system down to a single color and a custom-designed typeface. No standalone symbol. No decorative iconography. Just raw, purposeful typography built to carry the entire visual weight of the brand.
The Metaphor: Typography as Community
Think about an alphabet. Every individual glyph has its own distinct character, personality, and geometry. Yet, despite their differences, they inherently belong to the exact same type family.
That is the exact DNA of JHUND. It’s a collective of unique individuals, staff, and creators coming together in Bhubaneswar to build something different. The custom wordmark isn't just a name it’s a literal representation of community. Every letter carries its own identity, but they only reveal their true strength when standing together.
From Artboard to Architecture
A visual identity shouldn't stay trapped on a screen. We brought this typographic system directly into the physical environment—translating the brand’s energy onto the walls to create a space that feels alive, emotionally grounded, and resonant with today's generation.
Scope of Work :
- Brand Strategy & Visual Identity
- Custom Typeface & Wordmark Design
- Spatial Graphic Design & Environmental Murals
- Creative Direction
Huge thanks to the team at JHUND for believing in a bold, minimalist vision and letting typography speak for an entire community.
The network for creativity
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How important is the custom typeface?
Custom fonts are my favourite way to add personality to a brand identity, and I'm really enjoying creating handwriting typefaces at the moment. After sketching on paper and then bringing my forms into Procreate, I then go on to vectorise in Illustrator. For simpler fonts, I use Fontself to set up my fonts.
If you've not made a font before, it's one of the most enjoyable processes (and handwriting is a great place to start as you don't have to think about matching your serifs or perfecting your line weights).
What's your favourite type project at the moment?
I'm noticing more and more messy/scrawly/scratchy fonts in brands and online. Is this another example of how we're becoming more drawn to the handmade?
Such a cute font😍
Is sketching part of your creative workflow or we've forgotten what it feels to be human?
Depending on the projec's scope, I normally like to explore my ideas on paper before I come up with the best solution.
And no, they're not perfect.
They are rough and messy, my goal is so visualize my thought, not to perfect the design on paper.
Once I believe I've come up with the right one, I then move forward with the digitalizing phase and vectorise and refine it in Illustrator until I've achieved the perfect result. Finally and totaly optional, I evolve the the mark from 2D to 3D and animate it, in order to bring it to life.
This is a design process inspired from the Lascaux Cave paintings, featuring two abstract horned animals with their communicative / storytelling intention. The freeform shape resembles the original paleolithic paintings and their use of charcoal and different materials to draw them. The organic geometric shapes blended within are something to add as unique touch for better differentiation.
Do you think the hand-made design is more appreciated nowadays?
Thats a goated workflow and opinion for me. I do the same when creating something from scracth on Rive too. Great point!
A Culture of Excellence
Minale Design Strategy created a brand universe built around a strong idea: a culture of excellence. To bring this positioning to life, I came up with the idea of embodying this ambition by treating fruit and vegetable baskets as genuine works of art.
The aim was to go beyond their purely functional purpose and reveal the beauty and perfection of the products. Each composition is conceived as a unique piece, celebrating its shapes, colours and textures.
To reinforce this vision, I designed a hallmark as a symbol of quality. The imagery extends this approach, highlighting the beauty, precision and exceptional character of the product.
Together, these elements create a universe in which the product becomes an object of contemplation and desire, expressing craftsmanship and a true culture of excellence.
High-end.❤️
