From Oak to Outline — The Making Of EKEN
- Jerica Liew
- May 26
- 4 min read
Branding projects are always personal, but this one felt like home, literally.
Between a big move and the ritual chaos of redesigning our new space, it felt natural (and honestly necessary) to explore a brand rooted in interiors. That’s how EKEN came to life — not just as another identity, but as an expression of slow living, good design, and all the quiet beauty that comes with it.
It also gave me the perfect excuse to spiral into a very specific rabbit hole: what era should this furniture brand live in? Bauhaus? Postmodernism? The simplicity of Scandinavian design? In true indecisive fashion, I landed on: yes. All of it. With Scandinavian as the clear anchor, timeless, natural, and deeply intentional, and hints of Bauhaus structure and postmodern play woven in between.
Where Nordic Minimalism Meets Postmodern Play

EKEN is a contemporary furniture brand rooted in Scandinavian design sensibilities, blending the warmth of natural materials with the functional clarity of Bauhaus geometry. The identity reflects a quiet confidence, embracing simplicity, longevity, and a tactile connection to materiality. Inspired by the strength and elegance of oak, EKEN’s visual language draws from Nordic minimalism and a dash of postmodern charm, creating a refined aesthetic that feels both familiar and fresh.
Scandi with a Side of Wiggle
The process began with research (read: obsessive Pinterest boards and sneaky furniture store selfies). We broke down the design philosophies of the three chosen influences just to make sure we weren’t committing aesthetic blasphemy.
The result? A brand identity that’s predominantly Scandinavian but not afraid to throw in a wiggle chair for good measure. We wanted it to feel relatable, rooted, but still visually intriguing. A brand you’d trust to furnish your home and surprise you with an occasional curveball. Because branding is world-building, and for EKEN, that world needed to be tactile, balanced, and lived-in.
Crafted Palettes with a Quiet Pop

We started with oak: the wood that inspired the name EKEN itself, built a palette around it. Think: Walnut, Ochre, Stonewash, and Linen. Grounded, earthy tones that whisper “crafted.” But Scandinavian palettes can sometimes feel too muted, so we broke that rhythm with a deep, organic green to add life and contrast. A little pop, but make it quiet.
These choices were driven by emotion as much as aesthetics. The palette had to reflect the homes we imagined this furniture living in.
Where Fonts Meet Function
For EKEN, we experimented over uppercase vs. lowercase, bold vs. thin, serif vs. sans. Eventually, Messapia Bold won out. With both serif and sans versions in its family, it gave us just the right balance: approachable but strong, playful but structured. The wide-set letterforms had a strange charm, like something you’d find scribbled by an architect who secretly wanted to be an illustrator.

The resulting typography is understated yet contemporary, allowing the furniture to take center stage while still providing a cohesive, elevated framework for storytelling and product presentation.
Silhouettes, Systems, and Scandinavian Flair

Now comes the fun part: turning furniture into a design language. We started outlining key furniture silhouettes - chairs, benches, tables, and reimagined them as icons and patterns. At one point we almost turned this into a whole visual alphabet. The typography was stretched, pulled, and layered to mimic the curves and forms of furniture itself.

Think of it as product meets pattern play. It made the brand system feel less like a showroom and more like a studio. Creative, tactile, and a little bit unexpected.
We also leaned into Nordic naming conventions. Product names like JÄTTEBO and Frøsvi brought in a sense of place, anchoring the brand in heritage. Combined with editorial-style layout systems and restrained photography, the final look felt crisp and curated.

Putting It All Together
EKEN, in the end, became more than a brand. It became a study in the everyday. A meditation on how we live, sit, gather, and create space. It celebrates thoughtful construction and quiet design, without ever shouting for attention.
And because it felt too intangible without something to hold (or at least scroll through), we designed a brand catalog to bring the collection to life. That, along with a few mockups, helped shape EKEN into a visual and emotional experience. A brand grounded in oak, softened by linen, and punctuated by play.

But perhaps what made this project feel so meaningful was how personal it was. Designing a furniture brand while curating our own studio blurred the line between life and work in the best way possible. It reminded me that brand identity isn't just about what you sell, it's about the world you're trying to build.
Just like a well-made chair, a brand should hold you. It should feel intentional, balanced, and made to last. With EKEN, every curve, colour, and type choice was designed to evoke a sense of place and purpose. And that’s the same philosophy we bring to every brand we craft, whether it’s rooted in furniture, fashion, food, or something entirely your own. If you're looking to build a brand that’s both grounded and expressive, one that feels as good as it looks, we’d love to help you bring it to life. Contact us, even if its just to compare notes on the latest sofa trends, we love a good chat.
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