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A boutique brand of brutalist interior furnitures and home accessories based in San Francisco called Beton Brut. The identity does not only hold true to the visual style of brutalism, but also to the philosophical commitment of raw and honest products with a human touch.
BRANDING/ PACKAGING / PRINT / UI/UX
COURSE
GRAPHIC DESIGN 2
INSTRUCTOR
DAVID HAKE
SEMESTER
FALL 2020
PROJECT
BÉTON BRUT BOUTIQUE BRAND
OBJECTIVE
To create a boutique brand of interior furnitures and home accessories that is based in San Francisco, inspired by the movement of Brutalism, which first arised not as a style, but rather as a reaction to the frivolity of architecture in the 30s and 40s. The term Brutalism was coined in 1949 by Hans Asplund, a Swedish architect. Brutalist buildings are characterized by repeated modular elements and rough appearance, while the idea that bases the movement is honest construction.
APPROACH
In creating the identity of Beton Brut, it became important to not only adopt the visual language of the movement, but also to understand historical aspects of Brutalism and how it exists in the city of San Francisco. In creating a brand that speaks to the frivolity of a previous generation, Beton Brut makes use of the typical industrial, stark aesthetic while humanizing the brand through the use of portraits and a sense of play in composition.
