gray_thingzBrand Identity
gray_thingz is a concrete design shop in Yerevan, Armenia — minimalist, geometric homeware made from one of the least glamorous materials on earth. The job was to build an identity that captured the precision of the product without ending up as gray as the concrete itself.
Role: Brand identity, art direction, illustration. Solo project.
What I did: Led the full identity end to end — naming direction, logo system, color, typography, packaging, posters, stickers, and social. Built a colorful, energetic brand world to play against the monochrome of the products themselves. Designed a primary mark using three half-circles (water, sand, cement — the three ingredients of concrete) and a system of sub-logos for each product line, drawn as simplified top-down views.
The challenge: Concrete is gray, geometric, and easy to make boring. The product line had real craft behind it, but a literal interpretation — gray brand for gray products — would have flattened everything that made the workshop special. The challenge was to find a brand world that contrasted the product without contradicting it. Color became the lift; the geometric logic kept it tied to the work.
