VALERIE OBJECTS — MAFF

When Veerle Wenes (valerie_traan gallery) launched valerie_objects together with Serax, MAFF was asked to develop the new design label’s visual identity from the ground up.

Starting with the logo, we created a distinctive graphic language that built on the identity of valerie_traan, carrying over its typography and signature underscore. The underscore became a recurring graphic element throughout the new identity.

Over the following years, we translated the identity across print and digital, from packaging and communication to the annual catalogue, bringing the growing collection and its designers together in one publication. MAFF also guided the visual direction of the website, ensuring a consistent identity across every touchpoint.