Today, we're taking you to one of the most prominent cities in the oriental world. Calmthink is a startup company based in Shanghai. It aims to help improve the open-space working environment and bring back the focus that many teams and individuals need. Calmthink asked JUKE Creative Studio to develop an empathic visual identity for its audience. 

The concept for the branding revolves around portable capsules. They create a peaceful space, noiseless. Also, they organize the office, reducing clutter. The logo takes these capsules as inspiration; when combined they make a square. Plus, each piece represents an emotion or activity present at the office - creativity, focus, productivity, and passion. When the perfect rectangle symbolizes stability and rigor. It delivers trust and reliability. The rounded corners stand for humanity and emotion to the brand. Each cabin should bring the best of our creativity and productivity when working. And JUKE designers know that color is the best way to do so. Colors trigger different emotions as we have an internal connection with them. So, Calmthink's color palette has a lot of work behind it, as it's thought to make us work efficiently. 

The overall visual identity not only boosts us during our working hours, but it has a modern style. Its fresh and contemporary aesthetic is amazingly designed.  

Additional credits Creative Director: Christophe Branchu Principal Designer: Meng Zhang Graphic Designer: Hoyin Yao |Illustrator: Meng Zhang ​​​​​​ Animator: Shuyu Tsai