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Harry Bennett
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Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail


Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
Tino Nyman and Yatofu combine on a mindful and refined identity for jewellery brand InDetail
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.

Graphic Design

Tino Nyman

Interior Design

Yatofu

Typeface

Nib by Colophon Foundry
Hiragino Kaku by Jiyukobo
Source Han Serif by Adobe

Photography

Tiina Eronen

Styling

Piia Emilia

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