Brands change. The good ones know why they're changing and can explain it without resorting to buzzwords. This is our attempt at that explanation.
Found Atelier started as a small studio in Hengelo making acryl objects for people who cared about their interiors. That hasn't changed. What has changed is how we present ourselves, what we emphasize, and where we're going from here.
What changed and why
The previous visual identity was built around the products themselves. Clean photography, neutral backgrounds, minimal text. It worked for communicating what the objects looked like. It was less effective at communicating what Found Atelier is actually about: a specific point of view on how materials, color, and function can coexist in a home.
The new identity is built around that point of view rather than around the product catalog. The typography is more confident. The color approach in our communications reflects the same discipline we bring to our product colors: deliberate, specific, not trying to please everyone. The photography has shifted to show objects in real environments rather than on white backgrounds, because an acryl bookstand on a white background tells you what it looks like. A bookstand on a real shelf in a real room tells you what it does.
The new color palette
Our product colors haven't changed. The range still includes Forest Green, Galaxy Purple, Icy Blue, Midnight Black, Vibrant Orange, Sapphire Pink, Warm Red, Bright Yellow, and the others. What changed is how we use color in our brand communications.
We've moved toward a more restrained base. Lots of white space, black type, one or two product colors used as accents rather than as backgrounds. The logic is the same as the logic we give customers for styling their interiors: one deliberate color against a neutral base does more than multiple colors competing for attention. We apply that to our own brand the way we ask customers to apply it to their shelves.
The new website
The website was rebuilt from the ground up. The previous version was functional but the navigation was built around product categories in a way that made it difficult to understand the full picture of what Found Atelier makes and why.
The new site is organized around use cases and rooms rather than product types. You can come to the site with a question, "what would work on my desk?" or "how do I add color to this shelf?" and find an answer rather than just a product grid. The product pages themselves are more detailed about materials and dimensions, because we found that customers wanted that information before making a purchase and weren't always finding it easily.
What stays the same
The materials. The production approach. The fact that everything is made from recycled acryl in our studio in Hengelo. The color range. The price positioning. The fundamental belief that a well-made object should be visible in your home rather than hidden away.
Found Atelier is still a small studio. We still machine every piece ourselves. We still reject a lot of prototypes before something gets to you. The rebrand doesn't change any of that. It changes how we talk about it and how we show it.
Where we go from here
New products are in development. We're working on pieces that extend the material language of the current collection into new functions. The approach is the same as it always has been: identify a problem that a well-designed acryl object could solve, sketch a lot of things that don't work, and keep going until something does.
The rebrand is the beginning of a longer conversation, not a reset. Everything we've made is still part of the same story. We're just getting better at telling it.