Brand Identity
MTHARU was established in 2013 to design and manufacture furniture based on the artistic expression of creative director, Sumer Singh. The studio’s name comes from Singh’s family, meaning sword hilt maker. His lineage goes back through 500 years of artists, blacksmiths, poets, and authors.
In approaching the brand identity, we wanted to establish both a transcendent quality and a functional system. The visual identity highlights Singh’s fascination with material exploration, and is inspired by the compositional tools used in the artwork of his great-grandfather.
A dynamic grid and framing system was created based off the “M” of the chosen brand typeface, Untitled Sans.
The 2019 Look Book uses the “M” base grid and framing system as the underlying logic for the layouts.
