Tyni
Based on the Japanese concept Shinrin-yoku, 森林浴, also known as forest bathing, Tyni is a startup focused on reconnecting with nature for tech workers via small cabins placed all throughout Japan. These cabins allow corporate teams or individuals to enjoy the countries verdant environment, while also enriching the dwindling small town economy through local activities and workshops.
I worked as a brand designer for Tyni, creating the foundations of a brand system, and applying it to key touchpoints in the experience like a welcome letter and amenities brochure. The timeline for this project was extremely tight, having only nine days to create this brand.
When I started this project, the brand guidelines were almost non-existent. There was a primary color, primary font, and an outline of what Tyni wanted in their brand, but not much actual content.
Because Tyni's focus was connecting with the beautiful environments their cabins were located in, I was inspired by Uber's 2018 brand redesign that used white space to frame their imagery. In addition, I wanted the illustration elements to be cute, gestural, and crisp, referencing various startups' styles for inspiration.
Keeping the original decorative font and forest green color, I built the new brand around those elements to minimize workload and transition time to the new brand. I chose a bright red accent color and a contrasting cream color to make the brand more versatile and inviting.
Knowing imagery would play a central role in Tyni's brand, I created guidelines for how type could be used on top of images, providing a basic layout to market new locations as the company added more destinations.
Using the new brand, I applied it to the welcome letter, amenities brochure, and property map to show what the brand looks like in context. I hand illustrated several of the amenities to further the playful feeling I wanted the brand to achieve.
additionally, I used the brand to refresh the company's pitch deck, designing templates for Tyni to reuse continually.
This refresh provided Tyni with the expanded brand identity they needed to market and grow their company. As they prepared for their seed round of funding, the brand helped them present a cohesive image as a company, while also distinguishing them in the hospitality market. Below is an example of Tyni using their brand on LinkedIn to share their guests' satisfaction.
