Brand Identity for Techne: A Premium Custom Furniture Experience
Marius Manea
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Posted Nov 30, 2025
Developed a cohesive brand identity for Techne, a premium customizable furniture brand.
TECHNE: Branding a Premium Custom
Furniture Experience
Brand identity for a premium furniture brand that combines elegance, functionality and customization, with a strong focus on digital experience and personalization.
Context
Techne is a premium furniture brand that blends elegance, functionality and customization. Customers can explore and tailor furniture pieces to their needs through digital tools and a modern shopping experience, redefining how premium furniture is purchased and experienced.
Challenge
The brand needed a visual identity that feels as refined as the products: premium but not cold, minimal but not generic.
The goal was to build a system that works consistently across digital and physical touchpoints – from the website and configurator to print materials, events and merch – while clearly communicating the idea of tailored furniture.
Approach
Started with research into Techne’s current positioning, competitors and customer expectations to find space for differentiation through aesthetic, functionality and customization.
Defined a brand platform that connects craftsmanship and technology: precise forms, calm color palette, and a focus on user-centric experience.
Designed the logo and visual identity system with clean typography, balanced spacing and subtle geometric cues that echo modular furniture and customization.
Created digital-first layouts for product storytelling and UI frames, ensuring the identity translates naturally into website, configurator screens and marketing visuals.
Extended the identity into key applications such as business cards, event materials (spider/roll-up), lifestyle collateral and apparel.
Outcome
A cohesive, modern identity that positions Techne as a premium, customizable furniture brand.
Visual consistency across digital and physical touchpoints, supporting both e-commerce and showroom presence. Manea Marius
A scalable design system that can grow with new product lines, campaigns and future digital experiences.
Role - Art Direction, Brand Design, Visual Identity, Digital Art Direction
Deliverables - Brand positioning & visual direction, Logo & symbol, Visual identity system (color, typography, layout), Digital layouts & key applications (business cards, event materials, merch)
Tools - Figma, Adobe Illustrator, Adobe Photoshop, After Effects (logo animation)
Client type - Premium Furniture, E-commerce, D2C, Interior Design