Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
Helsinki-based designer and art director Tino Nyman has joined forces with Finland and China-based interior design studio Yatofu for the uber-refined identity and spacial design of jewellery brand InDetail – resulting in a physical space and visual brand that is equal parts mindful and sophisticated.
Established in 2018, InDetail seeks to support environmentally-conscious and young creatives, therefore requiring an identity that reflected the attentive nature of the retailer, as well as its forward-thinking and innately contemporary voice – manifested no greater than their slogan ‘The Art of Effortless Elegance.’ Working side-by-side, the identity and the interior seem one and the same, cut from the same cloth, subtly exuding simplicity and composure alongside a thoughtful undercurrent of character.
Necessary to achieve this balance is Tino Nyman and Yatofu’s concoction of typefaces; operating with Colophon Foundry’s Nib, Jiyukobo’s Hiragino Kaku, Source Han Serif by Adobe and a bespoke slogan typeface from Schick Toikka – seeking to highlight the slogan as a key element of the brand’s communication strategy.
“The brand wanted to be feminine but in a modern and inclusive way,” Tino Nyman tells us, hoping to appeal to a diverse range of women. “The InDetail brand doesn’t want to be too girly, but also not too ‘mature,’” Nyman notes, designing with the character of a “casual-cool woman figure with a quirky and playful mindset” as the brand’s manifestation. With typography in-mind, Nyman notes how Nib strikes this tone of voice perfectly, without being too shouty. “The font family is sophisticated and elegant,” he remarks, “but still has a modern, quirky feel with a feminine touch,” lacking however in non-Latin glyphs – they turned to Source Hans Serif and Hiragino Kaku for Chinese script. With each typeface playing its own role, the combinations do their part to balance one another; creating an organic, but cosmopolitan feel.
Utilising Yatofu’s experience and expertise in designing across Nordic and Asian dialogue, InDetail’s identity is not only a marriage of creative disciplines but a skilful showcase of dual-language design. “The bilingual project was a challenge for me because I can’t speak Chinese at all,” Nyman tells us, “but it has also been a fun and new experience,” noting the necessity of working alongside Yatofu due to the multicultural and multidisciplinary nature of the project.