Noform

Branding, Digital Design, Films

Noform: Giving Feeling a Form

Based in Surat, India, Noform is a design-led furniture and lifestyle brand creating furniture that is practical, expressive and adaptable. Designed and made in India for the world, every collection reflects the belief that good design responds to the way people live.

As the brand prepared to launch, it needed more than a visual identity. The goal was to create a brand that could express its design philosophy consistently, giving people a clearer understanding of what they make and how they think.

Built around the brand’s belief that form should be fluid, the custom wordmark reflects exactly this idea. From the N to the M, there is a continuous movement from questioning to creation. The letter N also functions as a responsive mark across smaller formats, from furniture tags to digital interfaces.

Bringing together the brand’s positioning, visual identity and tone of voice into one system, we shaped the tone of voice to be clear, thoughtful and curious, explaining the thought behind each design rather than simply describing it. The same carried through the brand film, stationery, digital catalogue and brochure.

Truetype provided a way to communicate that reflects Noform's belief in fluidity and evolution.