Morfos is a high-end luxury memory foam mattress brand in Korea. As a new-born brand, Morfos needed a solid brand identity and strategy to stand out from others in its field and appeal to its potential customers.
With the initial name “Paradise Island”, Morfos was unclear with its brand positioning and its concept. I assisted my client renaming the brand to Morfos, which named after a Greek god that is known to be in charge of dreams. After long conversation, we came up with a wing-shaped logomark and designed a custom typeface for its logotype.
From the logo, typography, and iconography, I developed a brand system for Morfos to maintain a consistent and sustainable look and feel.
Morfos Regular is a customized font to resemble the characteristics of its logomark.
Color
Each product of Morfos has a unique pattern inspired by its product name.
Client: Morfos
Art Direction: Jumyoung Lee
Design: Jumyoung Lee
