From the bakery that opens at 6 am to the florist that closes at midnight. Each one has a logo we drew, colours, typefaces and applications on real objects.
Invented businesses, not clients. These are studio exercises: this is how we build a brand from scratch. The photos are mock-ups.
In Transylvania, “a da în pârg” means to ripen. A coffee bean replaces the accent on the “â”: you read the mark before you read the name.
coffee-cherry red#E8432E
espresso#2B140C
milk foam#F7EBDD
pistachio#BFD46B
parg•••
Lot 14Ethiopia, light roast
Post: this week’s lot
MateiroasterWe roast on Thursday. Come by Friday.
Business card
AaFraunces for headlines DM Mono for text
09:3003 / 20Dental clinic · BrașovStudio concept
Clinica Salvie
Unhurried smiles.
For people who dread the dentist: sage green instead of hospital white, booking from your phone and no crowded waiting room. The leaf in the mark has two roots, like a tooth.
sage#95B49A
pine#1C3A2C
mist#F2F6F0
peach#FFB596
AaManrope for headlines Instrument Serif for text
Book a visitPick a free slot
M 9T 10W 11T 12F 13
09:0010:3012:0015:3017:0018:30
Confirm 10:30
Booking app
Next visitDateTimeDoctor
Appointment card
10:0004 / 20Car service · PiteștiStudio concept
Cardan
Mechanic’s overalls
We tell you what’s wrong. And what isn’t.
A garage for everyday cars, with a photo of every part replaced. Three racing stripes and a heavy italic, like a pit-stop overall.
cardan•••
Pre-winter check23 points. A photo of each.
Post: pre-winter check
Your keywaits here till we’re done.Job no.
Key tag
racing red#E10A0A
oil black#121212
workshop white#F4F4F4
signal yellow#FFC21A
AaArchivo for headlines Archivo for text
11:0005 / 20Hardware store · PloieștiStudio concept
Șurub Bun
Brought a blurry photo? We’ll find the part.✱Brought a blurry photo? We’ll find the part.✱Brought a blurry photo? We’ll find the part.✱Brought a blurry photo? We’ll find the part.✱Brought a blurry photo? We’ll find the part.✱Brought a blurry photo? We’ll find the part.✱
Small bags, with the part drawn on them
M6 × 40HEX BOLT · ZINC PLATEDDIN 933 · 100 PCS
Drawer label
surub•••
What part is this?Send a photo. We’ll find it.
Post: “what part is this?”
A neighbourhood hardware store where you leave with the right screw, even if all you brought was a shaky photo. The off-angle slot turns a screw head into a mark you can’t mistake.
shelf yellow#FFC21F
graphite#273342
cardboard#F5F0E5
receipt red#E8452C
AaBig Shoulders Display for headlines IBM Plex Mono for text
12:00Midday
12:3006 / 20Soup-to-go bar · BucureștiStudio concept
Zeamă
Soup in a cup. On the go.
A 20-minute lunch: sour borș, sour cream and hot pepper, in cups that close. The accent on the “ă” is a steaming bowl.
paprika#FF5B1F
dill#138A4C
sour cream#FFF2D8
beetroot#A3123F
AaBricolage Grotesque for headlines Gochi Hand for text
An agency for homes with a story: interwar flats, houses with a yard. An open door and the light falling on the threshold say “come in” without a word.
old-door green#1E3A31
stone#E8DDC8
brick#C8583A
limewash#F6F1E7
Ioanaestate agentHomes with a story, in Bucharest.
Jackets, suits and shirts made to measure. The lapel shows whether a jacket is well made; in the mark, the tailor’s pin holds it in place.
cloth black#0E0E0E
tailor’s chalk#F1EDE6
lining red#B3263C
flannel grey#9A948C
AaBodoni Moda for headlines Bodoni Moda for text
Fitting 2 · jacket
Shoulders ✓
Waist ✓
Sleeve +1 cm
Fitting tag
MeasurementsNeckChestWaistSleeveLength
Measurement card
16:00Afternoon
16:0010 / 20Vet clinic · BacăuStudio concept
Coada Sus
Post-vaccine bandana
Happy patients, tails up.
A neighbourhood clinic with evening hours and a play corner in the waiting room. The dog is seen from behind, and the raised tail draws a heart.
Health bookletPatientVaccineDate
Vaccination booklet
coadasus•••
Patient of the day:Bruno, 4. Got the bandana.
Post: patient of the day
happy orange#FF6A2B
navy#19284A
sky#8FD0FF
cream#FFF4E8
AaFredoka for headlines Fredoka for text
16:3011 / 20Kids’ art school · GalațiStudio concept
Atelierul Ciulin
Messy hands, clear ideas.
Painting and modelling workshops for kids aged 5–12. The thistle is made of brush tips, and every letter has its own colour, like a jar of paint water.
ink blue#2B27A8
pencil yellow#FFE14D
gouache pink#FF5D8F
clay green#22C57A
AaGluten for headlines Bricolage Grotesque for text
Iron, chalk and zero selfie mirrors.✱Iron, chalk and zero selfie mirrors.✱Iron, chalk and zero selfie mirrors.✱Iron, chalk and zero selfie mirrors.✱Iron, chalk and zero selfie mirrors.✱Iron, chalk and zero selfie mirrors.✱
Coach hoodie
Leg dayThursday · 7 pmHeavy squats. No excuses.
Poster: leg day
cremene•••
Record of the week220 kg back squat.
Post: record of the week
A powerlifting gym with no mall music. Flint only sparks when you strike it: the mark is a faceted stone with a spark, the letters lean like a blow.
iron black#0C0C0C
acid lime#D6FF1F
spark#FF5A14
chalk grey#8E8E8E
AaAnton for headlines Space Mono for text
19:3015 / 20Winery · DobrogeaStudio concept
Crama Tărâm
15
Wine from the hills between the Danube and the sea.
Bottle label
The arch is the cellar gate; vine rows climb towards the southern sun. A label that looks right on a wedding table and on a London shelf.
claret#4B0E20
parchment#EFE3CB
old gold#C49A4F
vine leaf#3E4B27
AaCormorant Garamond for headlines Marcellus Sc for text
A “talaz” is the big wave at the shore. The name floats on a wave, like a hand-painted terrace sign; there is only one menu: whatever the fishermen brought.
open-sea blue#1739D4
whitewash#FFFFFF
sun#FFD43B
coral#FF5A47
Today’s catch
Grilled turbotwith garlic sauce
Fried anchovieswith polenta
Mussels in white wineand toast
Fish roe saladpike roe
Today’s menu board
talaz•••
Today: turbot.Tomorrow: whatever the sea says.
Post: today’s catch
AaShrikhand for headlines Familjen Grotesk for text
Six rooms below the Piatra Craiului ridge. The fir twig is also the roof of the house, and the lit window is the only warm colour in the mark.
fir#1F3A2B
wool#EFE6D4
timber#A8713A
ember#C8442A
AaMarcellus for headlines Caveat for text
Room 4Fir
Wooden key fob
cetina•••
First snow.The stove is lit.
Post: first snow
22:0018 / 20Online radio · IașiStudio concept
Fără Fir
People who still lend each other records.✱People who still lend each other records.✱People who still lend each other records.✱People who still lend each other records.✱People who still lend each other records.✱People who still lend each other records.✱
Thursday:the guest brings three records and a story.
Post: Thursday’s guest
A late-night radio run by people who talk between tracks. The name is broken by a pause, like the gap between two lines of dialogue, and the on-air signal sits in that pause.
studio indigo#2B1FD1
on-air pink#FF5FA2
record sleeve#F4EDD8
night#0B0A12
AaUnbounded for headlines IBM Plex Mono for text
23:0019 / 20Parties in odd places · CraiovaStudio concept
Lampion
Nights people still talk about on Monday.✱Nights people still talk about on Monday.✱Nights people still talk about on Monday.✱Nights people still talk about on Monday.✱Nights people still talk about on Monday.✱Nights people still talk about on Monday.✱
A collective throwing parties in warehouses, on rooftops and once in an empty pool. Every night gets its own poster; the “O” in the name is the lantern that stays the same.
Bouquets for nurses, drivers and bartenders who finish when everyone else is asleep. Two wide petals leave a slit of light between them, like a door left ajar at midnight.
night violet#1E1442
streetlight lime#D4F04A
flower paper#F1E6D8
peony#E0408A
For the night shift. Look after yourself.
Bouquet note
miezul•••
Open till 2 am.For whoever is coming off shift.
Post: open till 2
AaGloock for headlines Manrope for text
Every business on this page was invented by Optical Design. Any resemblance to a real business is coincidental. The photos are generated mock-ups with our logos applied.
Got something to build?
Tell us what you do and what’s missing. We come back with a plan and a timeline. The price comes in the quote, not out of thin air.
