After exploring the materiality, design, and benefits of this family of products, we determined that they sit at the corner of high-design and high functionality, offering interior designers a great way to surprise and delight their commercial clients. We named the brand Tabi: a fabricated, yet human-sounding name that relates to the idea of staying organized and keeping tabs on the next task. Then we named the product line underneath Tabi to feel like a nice, tight family that work well side by side and each evoke a sense of their distinct attributes. To uniquely showcase the line, we dreamt up the House of Tabi, an imaginative and fictitious architectural space with surrealistic mysteries. We partnered with Alexis Christodoulou Studio on the vision, styling, and art direction. We crafted a voice that fits the brand: minimal and human, yet sophisticated, and built in a product naming and messaging strategy for when the Tabi family grows.
