Stones is a storage solutions company that offers container rentals for securely storing personal belongings. For this project, I worked closely with the client to develop a brand identity that aligns with a deeper philosophy.
The name "Stones" is inspired by the Japanese philosophy of order and organization, which emphasizes aesthetics, mindfulness, and intentionality. At the core of this concept is Ma (間) – The Space Between, which highlights the importance of balance—understanding when to leave things empty and when to fill them. In design, architecture, and daily life, Ma fosters simplicity and clarity, ensuring that everything has a purpose.
By choosing this name, the company encourages people to be more mindful of their spaces and possessions. Instead of cluttering their surroundings with items they don’t immediately need but aren’t ready to part with, they can create balance by storing them elsewhere. Stones provides that extra space—allowing people to organize their lives with intention and ease.
The branding for Stones had to be developed within the constraints of the existing infrastructure. The containers already featured red linings, and the client wanted to minimize costs by working with what was available rather than repainting them entirely. The challenge was to create a strong brand presence while maintaining efficiency and practicality.
To achieve this, I designed a visual identity that seamlessly integrated with the existing aesthetics. Each container needed clear markings for its size, specifications, and equipment, so I developed a system of icons that aligned with the brand concept. These icons were designed for easy application, ensuring they were both functional and visually cohesive.
The color palette was carefully chosen to reinforce the brand’s connection to Japanese philosophy, while the strokes and corners of the design subtly echoed the structural elements of the containers themselves. This approach created a refined yet cost-effective branding solution, making each unit instantly recognizable while preserving the company’s minimalist and mindful identity.
