Shaping a Brand Where the Table Becomes a Canvas
The Challenge: Turning Objects into Moments
When Sarah Chedid founded Initiales, she had more than ceramics in mind—she envisioned a brand that could transform the everyday table into a space of expression, celebration, and emotion. Our challenge at MFB was to articulate this vision: to build a brand that elevates handcrafted tableware into artistic storytelling. A brand where beauty lives in the details, and where every piece is both a spark for creativity and a keeper of memory.
Brand Strategy: A Creative Ritual of Self-Expression
Through in-depth interviews and strategic exploration, we developed a full brand platform for Initiales—defining its purpose, voice, values, and vision. Together, we positioned Initiales as a celebration of the invisible: the dancing light, the meaningful imperfection, the emotions woven into shared meals. The brand’s purpose—to awaken the creativity that lies within us all—guided a narrative built on generosity, beauty, play, and poetic imperfection.
Visual Identity: Joyful, Lively, Elegantly Offbeat
The visual identity mirrors the brand’s sensibility—playful yet refined, structured yet surprising. The logotype features a rhythmic dance of letterforms, with alternating weights and sizes, and deliberate absences in the “N” and “A” to invite interpretation. The emblem, built from Sarah’s initials (S and C), evokes handmade imperfection and geometric balance. Inspired by the movement of water—the lifeblood of ceramics—we introduced fluid forms and organic textures across the visual language, giving life to packaging, print, and product design.
Bringing the Brand to Life Across Every Touchpoint
The identity was designed to adapt fluidly across all expressions of the brand—transforming every detail into a moment of meaning. From curated photoshoots and tactile packaging, to the playful layouts on social media and the immersive website experience, each application extends the brand’s spirit. Whether digital or physical, every element reflects Initiales’ poetic balance of elegance, imperfection, and joyful self-expression.
