Case Study: Feioi Brand Overhaul

Refine or Redesign? That is the question.

When Jen approached me about a potential brand design project, I was ecstatic to say the least. I’ve known Jen since she started freelancing in 2020, and it had always been a dream to work with her.

Jen is the founder of Feioi, a personal interior design studio where creativity meets thoughtful, functional design. Feioi creates spaces that are as individual as the people who live in them, balancing beauty, function, and personality. With a down-to-earth yet elevated approach, Jen blends artistry with technical precision to deliver interiors that feel approachable, aspirational, and unmistakably original.

After years of building her reputation, Jen felt it was time for her brand to fully reflect both her personality as a designer and the experience she creates for her clients. Her projects never feel over-styled or disconnected from real life; they’re designed around how people actually live. She wanted the same sense of warmth, individuality, and “home” to come through in every aspect of her brand identity.

After our initial meeting (with my coworker Miriam — we all love an excuse to brunch), it quickly became clear this would be more than a simple logo refresh. Jen wanted a full brand overhaul, including brand identity design, website copywriting, brand photography, stationery, and a full brand rollout. Pulling together a trusted team of collaborators and managing the project as one cohesive whole was exactly the kind of challenge I love — and it gave me the chance to flex my project management muscles too.

The Logo: An Elevation or a Redesign?

The brief for Feioi’s new brand identity was to feel effortlessly cool while remaining warm and welcoming. Jen wanted her brand to reflect how she “brings love into every home” without being too literal or cliché.

Early on, we faced a key question: should we redesign the logo entirely or elevate the existing one? The decision goes beyond aesthetics; it’s about preserving the recognition Jen had built while giving the brand room to grow and feel more aligned with her personality and approach. I’ve always admired Jen’s logo and discovered that it was created by a family member. To me that added another layer of significance and I wanted to create a concept that didn’t leave the original logo in the past but simply built on what had been created.

We explored three logo directions. One concept refined and modernised Jen’s original logo, keeping the familiarity her clients recognised. Another leaned into a softer, approachable style with hand-drawn elements. And a third introduced a minimal arch icon, symbolising openness, invitation, and the feeling of stepping into a space that truly feels like home.

Jen was drawn to elements of both the evolved and the minimal concepts, the recognisable strength of her original logo combined with the symbolism and subtle pattern from the new design.

Developing the Design

Jen’s original logo was refreshed and refined with minor tweaks to the the lettering and the key addition of in icon consisting of two mirrored arcs forming a minimal yet striking brand mark.

These arcs represent balance, flow, and the harmony between beauty and practicality, individuality and comfort, tradition and modernity. Its abstract shape hints at familiar forms (a doorway, a bowl, or a vase) as subtle reminders that home is defined by thoughtful details. The icon appears across the full logo suite, while a simplified brand mark can be used where space or scale requires it, maintaining Feioi’s minimal elegance.

I then worked this into a bold but subtly used brand pattern that extends the visual identity, repeating elements of the word mark and brand mark in a balanced, geometric grid. Circles, lines, and mirrored arcs create rhythm and flow, reinforcing harmony across the brand. Used sparingly, it works as a background, accent, or bold statement.

Choosing Colour for an Interior Designer

Colour and typography are central to expressing any brand personality and colour in particular played a huge part in this process. The palette blends deep, muted shades with warmer tones to create a brand that feels aspirational yet approachable. Jen has a keen eye for colour (unsurprising given her passion for interior design), so refining the palette at every stage was very important to her and has absolutely paid off in the end result.

While we established Feioi as having an “autumn” personality early on, we deliberately avoided the expected oranges and greens. Instead, we explored deeper shades of aubergine and landed on Chocolate Plum as the hero colour. It’s rich, grounded and warm. This is balanced with statement secondary colours and neutrals to give the brand depth, flexibility and visual interest.

Typography followed a similar balance. Jen shared a love for what we dubbed “slight serif” fonts, so Forum was chosen for headings, a modern, understated serif that feels established yet approachable. Noto Sans complements this as the body font, offering clarity and accessibility while still carrying personality.

The Final Design: An Effortlessly Cool Identity

The finished brand identity was delivered through a complete Brand Manual, giving Jen a clear and practical toolkit to use across her business.

Logo Suite: A primary logo anchored by the mirrored arc icon, supported by flexible variations and a simplified brand mark. Each version includes clear guidance for spacing, sizing and application across digital and print.

Typography: Forum for headings, a subtle, modern serif that feels established yet approachable, paired with Noto Sans for body text, providing clarity, accessibility and balance.

Colour Palette: A rich, autumn-inspired palette centred around the hero shade Chocolate Plum, supported by muted secondary tones and warm neutrals to create depth while maintaining an aspirational yet welcoming feel.

Brand Pattern: A geometric pattern created from the word mark and mirrored arc elements, designed to add rhythm and visual interest when used as subtle backgrounds or accents.

Usage Guidelines: Clear rules around colour hierarchy, logo placement and brand application, ensuring consistency across every touchpoint.

This means Jen didn’t just leave the project with a beautiful new identity, she now has a cohesive, flexible brand system she can confidently use as Feioi continues to grow.

The Village that brought this brand together:

It takes a village to truly bring your brand to life and the village that collaborated on this brand are credited below:

Brand Identity Design & Stationery: Make it Pretty

Website Design: M Co Creation

Website Copywriting: Ellie Senior

Brand Images: Photography by Trish

Brand Roll-Out: More Than Admin

The above formed as a collaboration with: The Collab Club