The Modu Shop


The Modu Shop

Branding, Stationary, Signage, Shop Photography.

The Modu Shop is quite possibly one of the coolest projects we’ve had to design – and Amy, the person behind it was surely one of the most bubbly, bold personalities we’ve encountered.

Coming from a family of entrepreneurial souls, she knew that one day she would have to start something of her own. Her dream was to create a one-of-a-kind concept shop, that would reflect her good taste as well as her mission to share beautifully designed & ethical home and lifestyle products.

Of Korean descent, she also chose a very inspiring name for the project – “Modu” which means “everything,  everyone, in all, all in“. We absolutely loved the idea and set out to help her with a branding that would reflect all of it and showcase her style in a unique, bold and modern way.


Branding Goal

The brand’s mission would be to bring forward ethical, sustainable design products that make a positive difference in the world. However, we knew that it all had to be looked at and represented in a modern, artistic way – so that this brand would not get “stereotyped” but rather represent a unique place that could attract people with a good sense of style.

In order to extract the inspiration for those fresh, modern designs, we looked at Amy’s Korean heritage and asian sense of aesthetics – all of which we also experienced first hand during our own travels in Japan & Korea. This would allow us to subtly represent her own story but also come up with a visual representation that is would not be common in Europe and would therefore “stand out” amongst others. The idea would be to play with minimalism and neutrality and yet add a touch of loudness and something …unexpected.


Modern – Fresh – Artistic – Inviting – Playful

Designing the project


The first thing that we looked at when it came to designing the brand suite was the logo. We definitely went into a lot of detail & precision with this one!

When she first contacted us, Amy had temporary square logo – which is a good combo for a 4-letter shop name as MODU, but it was unfortunately lacking of personality. So what we did was to vamp it up completely, to the point of designing an entirely new logo concept that would not just look good but that would also represent her brand’s story. As the main meaning behind Modu is “unity”, we set our focus on circular shapes. We then decomposed and played around with them, resulting in a unique font to form the brand.

The rest unfolded from there, as we added some extra touches and of course, making it “pop” with our leading color for the project: electric blue.

We took note when Amy had mentioned her style was neutral with a touch of loudness. We also wanted to transcend the currently trendy “minimalist”, “scandinavian” style completely and bring an unexpected, almost asian-like touch of boldness to the mix to reflect how this shop could stand out from others alike.


The brand’s starting elements were then complemented with further balancing touches such as a more neutral, warm surrounding color palette. Yet, we still kept things artistic by incorporating some organic spray-painted shapes and thinking differently & untraditionally when it came to layouts.

It’s so interesting to notice how each and every one of these choices in terms of design affect how the brand will come together as a whole. We totally love to geek out about it, really get into the details and play with a lot of different interpretations of our ideas so that we can all visualize it together. The whole process grew on Amy and she even had plenty of positive feedback from her friends saying that her brand is so “totally her” – which is always a rewarding point of the project as it means that it was a job well done!


We’ve also done a small photoshoot on location in Luxembourg – to showcase the beautiful interiors of her shop and to help her have some content to share on social media as she spreads the word about it along with her new brand.

Many more things are coming up with Modu shop and it’s such an exciting project to be a part of! We’re super proud of Amy for following her dream and so, so grateful that she trusts us to be her creative partners.


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