Claything

Berlin

Claything

Berlin

One of the more intricate projects we were commissioned to do was a design and art direction for Claything, the brainchild of Justina Moncevičiūtė. A material design experiment that in itself encompasses a multitude of disciplines and purposes. We helped translate Justina’s vision into a visual identity in order to better position her work and help her present her work among the architectural, art and design markets.

Claything

Justina’s work involves a modern take on material design through the use of an innovative approach to crafting textile. The material she weaves is in fact clay and ceramics shaped in various forms ranging from beads, tubes and more robust squares and globes. The object in itself becomes something more in the end, a sculpture, a tapestry or even a piece of interior decoration which has an added ecological component to it by absorbing heat and emitting it afterwards. Her work was prominently featured at the Dutch Design Week and is frequently exhibited in London and Brussels and as a part of the Bauhaus 100 opening in the Berlinische Gallerie in 2019.

The task

Creating an image for Claything involved depicting the playful, yet elegant and luxurious nature of the objects. The chief inspiration was the way in which the object themselves were constructed, a geometric principle combined with traditional weaving techniques which give the objects an unusual plasticity and an illusory appearance of being feather-light while upon trying to manipulate them, the viewer realises they are quite heavy and robust, but incredibly warm and tactile.

The typography for the logo was custom made with each character having a circular base. The lettering was made with Modernist and Bauhaus influence in mind and intended to be used across the board in a variety of different ways.

Another element was created as a visual device which acts as a sort of an imaginary language or notary system for Justina’s craft. These symbols are also inspired by both the appearance and the way in which the objects were put together.

Work:
Justina Moncevičiūtė

Art direction and design:
BVK

Photography:
Gedvilė Tamošiūnaitė

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BVK are a creative collective shaped for our aspiring clients who want to make a change and leave their mark. By building and rebuilding brands, developing identities and experiences, we team up with our clients to help them mold their future. Together, we create and tell stories.

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