morgen
morgen is the world’s newest furniture company based in Munich, Germany.
Project Type
Solo Project
Duration
6 weeks
Jan 09, 2023 –
Feb 22, 2023
Role
Branding / Art Director
Motion Designer
Tools
Figma
Adobe Illustrator
Adobe AfterEffects
Adobe Premiere Pro
Cinema 4D
All of morgen's products are designed by artificial intelligence and selected and produced by designers.
Since its launch in 2023, AI has been in charge of the design of all products produced in morgen. morgen’s designers, who have long pursued modernity and novelty, have witnessed the birth of a new aesthetic in the development of AI technology.
morgen succeeds Bauhaus. Bauhaus’s attitude toward technology. Bauhaus moved away from handicrafts and began to study what crafts were suitable for the new industrial era represented by mass production. And Bauhaus’s answer was an ornamental geometric form of product that emphasized functionality. This was when the name designer was born.
Background
Chat GPT and AI era
Artificial intelligence (AI) is spreading through society into some of the most important sectors of people’s lives – from health care and legal services to agriculture and transportation. As Americans watch this proliferation, they are worried in some ways and excited in others.
Based on a research by “Pew Research Center”, In broad strokes, a larger share of Americans say they are “more concerned than excited” by the increased use of AI in daily life than say the opposite.
Nearly half of U.S. adults (45%) say they are equally concerned and excited. Asked to explain in their own words what concerns them most about AI, some of those who are more concerned than excited cite their worries about potential loss of jobs, privacy considerations and the prospect that AI’s ascent might surpass human skills – and others say it will lead to a loss of human connection, be misused or be relied on too much.
Designers, Who we are ?
Bauhaus moved away from handicrafts and began to study what crafts were suitable for the new industrial era represented by mass production. This was the question of what is an easy and beautiful object to produce, and the answer was an ornamental geometric form of product that emphasized functionality. This is where the name designer was born.
Modernism and Bauhaus and beyond AI
What did the designers and engineers at Bauhaus see and what were they afraid of? What are humans afraid of in front of AI? What does AI mean to designers? What is the design of the new era? What attitude should humans take in the face of technology?
morgen answers the questions with a period, not a question mark.
morgen is the German word for ‘tomorrow’ and ‘morning’.
We believe that the new day (der Morgen) starts in the morning (morgens).
Design System
Typography
“Sawton Bauhaus” by Atiop type foundary was used as a key typography for the logo. Modern and Geometric touches give a bold character to the logo.
Neue Haas Grotesk is a widely used sansserif typeface developed in 1957 by Swiss typeface designer Max Miedinger and Eduard Hoffmann. Neue Haas Grotesk is a neo-grotesque design influenced by the famous 19th-century typeface Akzidenz-Grotesk and other German and Swiss designs. As a hallmark of international style design, the typeface fits perfectly well in the Bauhaus inherited furniture brand, morgen.
Design Key
As a brand that inherits the attitude of Bauhaus, I recreated the picture of Bauhaus students into a pixelated version of the visual source.
Factory
Introducing morgen’s factory
morgenis located in Munich, Germany’s representative industrial city. A brand for tomorrow was born in a city where the world’s best pioneer gathered.
Facility
We are delivering our future.
Products designed and manufactured in morgen’s Munich Factory are delivered directly to customers in the fastest and safest way.
Flagship Store
Our designers are waiting for you at every morgen store in the world.
Das morgen ist ungeschrieben.
We, All the morgen workers, always keep this sentence in our heart. “Tomorrow is unwritten”. This is the way we create the world newiest design.
Design Guide
Using a consistent design system enhances the power of branding
morgen has a strong design system. All the applications morgen provides follow this design system. From small name cards to business documents containing depthresearch about the latest AI technologies, morgen’s consistent design system enhances the power of branding.
Catalog Design
morgen book is the official catalog publication of morgen.
The morgen book outlines the brand’s identity, aesthetics, and design system. A basic description and lineup of signature furniture are also provided. The book’s writings and images were produced by an AI image-processing program called Mid-journey.
The 1:1 ratio design system, which was also applied in web design, was also used in editorial design. The intention is that the square dots on the morgen logo will lead to a window that opens the future.
Digital Product
Official Website
The web design for morgen is a perfect reflection of our style and values. With a minimalist layout and large, high resolution images, our furniture takes center stage. User friendly navigation and an intuitive checkout process make shopping a breeze.
The website embodies the sophistication of the brand and products, offering an impactful shopping experience. All iconography and design, even the ratio of images used, are all designed with a 1:1 square motif, centering on the shape of the square, which is the most critical design language of this branding.
Mobile Website
All iconography and design, even the ratio of images used, are all designed with a 1:1 square motif, centering on the shape of the square, which is the most critical design language of this branding.
Packaging Design
It is a package design that conveys the imagination of morgen.
As a brand that inherits the spirit of Bauhaus, graphics inspired by Bauhaus students’ images andmorgen’sdesign system are also applied to packages and box tapes.
Poster
Poster design of morgen that resembles the aesthetic of Bauhaus.
These are poster designs that inherited Bauhaus’ modern design spirit.
All images used in the poster were generated through AI image processing.
Merchandises
Various merchandises are also prepared for morgen's fans.
Our furniture design and detailed information designed with Ai were used as design elements.
