Smuk – a Berlin concept store owned by three women following their obsession with unique and handmade high-quality products – is not just about fair-trade and eco-friendly manufacturing: it’s about the story behind each business and its goods. Applying exactly the same ethos to the store’s branding and print materials, we crafted a graceful and minimal wordmark and integrated it in a collateral system driven by materials and structure. Different shapes of green reflect Smuk’s focus on sustainability, while a special attention to typography evokes the individual, personal touch that is central to the shop’s curational concept.