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AR
Cliche Lab
An architecture and furniture design studio that embraces brutalism, raw materials, and the chaotic power of nature to deliver bold, uncompromising designs.
Mustapha
Lebanon
2016
Branding
Art Direction
Photography
Raw.Bold.Real
The identity for Cliche Lab is a direct reflection of their "Brutalist" design philosophy. Inspired by the raw textures of concrete and the industrial coldness of metal, we developed a monochrome visual language that thrives on irregularity and raw impact.
Moving away from traditional architectural polish, the brand identity embraces chaos and the aggressiveness of nature. The typography is bold and raw, while the layout remains irregular to mirror the studio’s unconventional approach to space and furniture design. It is a brand that doesn’t just occupy space, it commands it through raw materiality.
Mustapha
Cliche Lab
Lebanon
testimonial
Every brand has people who shape its foundation, and Sam was one of those people for Cliche Lab. Her work on the logo, philosophy, color palette, and visual identity established the essence of the brand from its earliest days. Her contribution went far beyond design, it helped define who we were before we built what we became.
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