Plek

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Client

Plek

Visual Identity

Stategy

2025

What happens when you look at a furniture brand from above?

Plek is a self-initiated brand identity for modular floor cushions designed for homes, libraries and shared spaces. Instead of showing furniture at eye level in perfectly styled interiors, the identity shifts the perspective completely. Viewed from above, a cushion stops being furniture and becomes a graphic shape on the floor, with someone always finding their place on it.

Overview

Concept

Plek is a self-initiated brand identity for modular floor cushions designed for homes, libraries and shared spaces. Instead of showing furniture at eye level in perfectly styled interiors, the identity shifts the perspective completely. Viewed from above, a cushion stops being furniture and becomes a graphic shape on the floor, with someone always finding their place on it.

Challenge

Concept

Furniture brands often rely on the same visual language: styled interiors, product photography and carefully composed rooms. I wanted Plek to communicate comfort and flexibility without depending on that familiar imagery, while creating a system that could work just as well across packaging, digital applications, signage and motion.

Concept

System

The cushion becomes a shape. The person becomes a dot. Together, they form the central idea behind the identity. The dot never stays in one place for long. It moves from shape to shape, while the cushions respond, shift and settle around it. This simple relationship becomes the foundation for the logo, imagery, patterns and motion. Even the name follows the same idea: Plek means “place” in Dutch. A small piece of space that becomes yours. Take your place.

System

Six shapes, six colours, one visual language. Each cushion is reduced to its silhouette and given a name based on what it resembles, such as Klaver, Peer and Broodje. The colour palette follows the same playful logic, with names including Limoen, Tomaat and Vla. Shape, colour and dot can be rearranged into an endless number of compositions, allowing the identity to stay recognisable without becoming repetitive. The system extends from packaging and hangtags to digital interfaces, wayfinding and motion, always returning to the same top-down perspective.

Outcome

A playful modular identity that behaves like the product itself: flexible, recognisable and made to move. Rather than building the brand around a single fixed composition, Plek becomes a visual system that can continuously rearrange itself while remaining unmistakably Plek.