Color is the first thing people remember and the first thing that dates. Our goal is a palette that feels fresh at launch and still feels like the brand in 2036.
Start with one color you can own
We look for a single signature hue that nobody else in the category uses, then build quiet neutrals around it. The signature does the talking; the neutrals do the work.
A palette is a promise. Every extra color makes it harder to keep.
Test it in the real world
Before we commit, we print every color on three papers, view it on four screens and put it next to the client’s actual product. A color that only works on a monitor isn’t finished.
Written by
Tomás Reis
Tomás looks after type, color and the studio’s ever-growing specimen library. He has opinions about kerning and very few about coffee.
