Brand Identity
2024
Beinuma
A personal brand built around identity, self-improvement and the symbolism of the Japanese daruma.
Client
Beinuma
scope
Brand Identity
year
2024
duration
5 Weeks
Overview
The brief.
Designing for yourself is never easy. Without an external brief or an established visual direction to respond to, the challenge was to create a personal brand that could express my own personality, style and approach to design. The only starting point was a name: BEI-NU-MA /bein’:umə/, created from the combination of my two surnames and my first name. The concept is built around the Japanese daruma doll, a traditional symbol of perseverance and self-improvement. Darumas are traditionally associated with setting goals: one eye is filled when a wish or purpose is made, and the second when it is achieved. The concept felt particularly relevant to a personal brand built around continuous growth and determination — while the name itself shares an unexpected phonetic connection with daruma.
The Challenge
A brand for one person.
The challenge was to turn a personal name with no existing visual identity into a recognisable brand with its own personality and meaning. It needed to feel distinctive and personal without relying on conventional representations of a graphic designer or reducing the identity to a simple monogram.
the solution
A symbol of determination.
The Japanese daruma became the foundation of the visual identity, providing both a recognisable symbol and a concept closely connected to self-improvement and perseverance. The name BEI-NU-MA /bein’:umə/ and the daruma concept come together to create a personal identity built around individuality, determination and continuous growth.
