Sometimes, a project is so in tune with an ideology that it takes on a life of its own. Kind of Design is a furniture brand out of Fribourg, Switzerland, that was launched when we were given the opportunity to become creators of furnitures that support local artisans and producers.

The company was born in January of 2013 when Marissa and Bastian were contacted to help diversify a local business’ activities. Using solely the material produced by the company, the two designers came up with a gorgeous pre-collection.

This is when I joined the team to helped propel the idea into a brand. Thus, the world receives Kind of Design, a company whose every collection is an exploration into the limits of a single material and a celebration of Swiss culture.

For the brand launch, we rented a warehouse and invited around over 150 people, including partners and journalists. We exhibited the 20 samples from our first collection, which sold out entirely during the same evening.

We received regional as well as international media coverage in specialized press, enabling us to initiate pre-orders and release a second production of the M1 collection, this time featuring approximately a hundred pieces.

Our ambition was to create a direct-to-customer brand. However, exhibiting in furniture stores was not viable due to the controlled Swiss market. Additionally, establishing a traditional brick-and-mortar showroom was not an option due to our limited cash flow. So we got creative and start prospecting for pop-up event to have more brand exposure.

Over the next few months, we got invited to showcase our collection to various events, from the Swiss design days to Art10 Gallery in Geneva. We decided to design a modular and foldable booth, allowing us to highlight our brand vision wherever we will be invited.

Our B°2 rocking chair displays a skillful play of shades in our regional oak. Born from a close collaboration with the carpenter Frédéric Schneider, this exceptional creation is handmade: a human and technical adventure honoring material and craftsmanship.

With its highly graphic appeal, the warm wood tones create a contrast against the steel base. The clean lines give this piece a strong and timeless identity. Limited edition, each piece is numbered.

Expanding posed challenges as the Swiss market's demand for a mid to high-end brand was limited, while fulfilling the international demand was hindered by shipping and customs restrictions. The brand was fortunate to be selected by the Design Preiz in 2015, the largest design award in Switzerland.

Our accumulated brand exposure revealed a growing demand from businesses and institutions. From crafting lamps and flatware for a fine dining restaurant to securing invitations from cities for new public space contests.