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, and they have already attracted fans through the energy, eclecticism and extravagance of their creative output.

E-COmmerce that truly tells a story

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 interiors scheme.

And with their debut product launch just on the horizon—a collection of Murano glass lighting fixtures named Caramella—Cúpla also required an engaging campaign film, plus a refresh of their portfolio site which would include e-commerce functionality and be aligned with the updated brand visuals and creative direction, and the eventual rollout of their brand across company documents, stationery and social media.

Our approach was to immediately migrate their website to Shopify, making use of the platform’s powerful e-commerce functionality for product and flexible content sections to showcase their interiors projects and evergreen content. This new site houses the cinematic CGI launch film for the Caramella collection and a shoppable, content-rich landing page for the collection itself.

Cúpla - E-Commerce Website

A BRAND THAT ENERGISES Interior Spaces

Turning our attention to brand identity, working closely with Gemma and the Cúpla team, we built a rich world around the existing geometric Cúpla logomark, 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; a retro style script with a contemporary edge, 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 whole identity to flex as required between stright-forward formality and more decorative extravagance. In some places words burst beyond the boundaries of the page, while in others, type remains minimal and direct.

CÚPLA - BRAND IDENTITY

Creating An eclectic basket of evergreen content

To round out our complete revamp of the Cúpla brand identity, we created a basket of content to reflect their new, dynamic creative direction. We picked up the intricate detail of their flagship schemes in serene motion, and got hands-on with the making, creating and building of their products and interiors in a series of raw, reportage-style films.

Still photography took a consciously modern approach to shooting interior design and architecture, making use of a candid, analog point-and-shoot style to communicate immediacy and energy. We shot artists painting tropical murals with marker pens inside Cúpla’s remodel of RIXO’s Marleybone store, and we shot glass blowers in Cúpla’s Italian factory as they turned coloured glass chips into molten, marble-like light fittings.

Finally we shot the Cúpla team in their newly expanded studio, leaning into a candid style photography, and a relaxed style of corporate headshots for when the need arose.