Cúpla

Founded by Gemma McCloskey in 2022, Cúpla is a multi-disciplinary creative studio specialising in spaces, interior architecture, and product development. As a studio, they are guided by ideas of juxtaposition, balance and warmth.

With some existing brand elements and a simple portfolio site in place, Cúpla approached Not Studio to elevate their visual brand identity, building it out into a fully-fledged interiors lifestyle brand which reflected the exuberance, charm, and the fresh take on nostalgia that characterises a cúpla space.

Not Studio built a rich world around the brand’s existing wordmark, a fully custom geometric sans, developing a palette inspired by the bright, vintage-inspired colour pops which are a signature of the designer’s interiors. This was layered up with a more whimsical secondary wordmark, set in a customised version of Heyday Display, and an adaptable wave symbol which could be used as a standalone icon or as a striking repeat pattern.

Recognising the need to speak to different audiences at different moments, from property developers to homeowners and interior design tastemakers, typography was kept clean and simple, allowing the identity to flex as required between clear and extravagant. Euclid Circular B provides the perfect combination of corporate formality and mid-century warmth. In some places words burst beyond the boundaries of the page, while in others, type remains minimal and direct.