selected work

/ID Ideas for Living

Brand Strategy / Branded Retail Experience/Identity System & Guidelines /Advertising & Promotions

Creating an “IKEA” for Philippines isn’t an easy task. The owners of the new ID store originally wanted to “lift” the designs off Ikea but Lexis Branding managed to convince the company to create their own original concept.

“ID” was thus borned — The simple acrynonym stands for many things: Interior Design, International Design etc, but in the end we coined a new phrase inspired by ID - simply IDeas for Living. The concept of the store was developed with the aim of catering to young urban dwellers who now crowd the metro Manila area in smaller living spaces.

The identity was therefore inspired by the Chinese Tangram - a seven-piece puzzle that allows one to create endless possibilities of shapes, animals or icons. Like the Tangram, ID is a mix-and-match, DIY store, that allows one to create their own spaces based on one’s personality and taste.