Swiss Design
Catalogue system built using Swiss design principles

Mid-century Furniture Studio

Developed a visual identity and brand direction for Carezza, creating a cohesive brand world across digital and physical touchpoints.

my role

Let the development and implementation of Carezza’s brand and catalogue systems across digital, print, and showroom environments.

Scope included:

• Designing the brand’s full online catalogue, collaborating directly with developers to translate the design into a working digital platform (pre-Figma workflow)
• Designing print catalogues and editorial layouts for product collections
• Developing the brand’s sample card archive and packaging system
• Art directing photoshoots, set design, and post-production editing in Ho Chi Mihn City
• Assisting the launch of the Carezza showroom opening event in Ho Chi Mihn City

Creative Direction & Brand Identity

Strategic
Framing

Carezza required a cohesive visual language to present its collections across both digital and physical sales environments - from online to showroom presentations.

The identity system drew on Swiss design principles, using structured layouts, strong typographic hierarchy, and restrained colour palettes to create clarity and consistency across product storytelling.

Brand Systems · Creative Direction

The catalogue system applied Swiss design principles to create clear and sturctured product presentation.

The approach emphasised:

- strong typographic hierarcy
- modular grid-based layouts
- retrained visual composition focused on product quality

The result was a catalogue framework capable of presenting large furniture collections in a clear and elevated way.

Catalogue & Visual System

The visual system extended across multiple touchpoints supporting both sales and brand storytelling.

Applications included:

- Online product catalogue
- Print catalogues and marketing materials
- Product sample cards and packaging
- Campaign photography and showroom presentation

Brand Applications

The structured catalogue system helped Carezza present its collections with clairy and consistency across both digital and showroom environments, supporting partnerships with international retails brands including West Elm and Anthropologie.

Outcome

Multiple open magazines spread out on a white surface showing interior design, architecture, and craft photography and articles.
Open magazine showing a brown leather sofa with two cylindrical pillows, set against a plain wall.
Side-by-side images of modern sofas: a black leather sofa with metal legs on the left and a brown leather sofa with a tufted design on the right, both placed against plain walls with tiled floors.
Open magazine featuring two chairs with colorful upholstery in a minimalist setting.
A cozy wooden-paneled waiting area with a mid-century modern armchair, a small suitcase, and a sloped ceiling in the background.
Two movers in blue uniforms lifting a chair up a staircase.

Product System

A promotional flyer for a party with the text 'A little party never killed nobody!' in neon pink, featuring a background pattern of black chairs, and details about a preview party event scheduled for Saturday, March 10, 2018, from 5 pm to midnight, placed on top of a brown envelope on a white surface.
Invitation to a preview party for Carezza's 10-year anniversary, scheduled for Saturday, March 10, 2018, from 5 p.m. to midnight at The Glasthouse, 29A Street 5, Cat Lai D2, Ho Chi Minh City, Vietnam. The event includes drinks from a famous gin bar, dinner from 6 p.m., and canapés all night. RSVP by February 24.
Two cardboard boxes, one labeled 'Natural Leather Care Kit' with an illustration of a sofa and the brand 'freedom', and the other with instructions for applying, brushing, and drying the kit, all set against a light gray background with a black border.