Timininous

Branding Design

Timininous is a Quebec-based brand producing environmentally conscious merino wool clothing
for babies and children. The garments are designed for outdoor use and distributed through retail partners as well as temporary pop-up stores.

The existing identity lacked distinction and flexibility. The objective was to develop a clearer brand identity that feels warm and approachable while maintaining a polished character to support a wide range of applications.

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A close-up photograph highlighting the barley grains used as the basis for the packaging pattern. The elongated forms and layered arrangement inspired the repeated stitched motif applied throughout the identity system, translating the organic texture of the grain into a simplified visual language.

A close-up view of the stitched surface pattern applied across the reusable grain bags. Repeated linear motifs are embroidered directly onto the neutral fabric, creating a subtle textured detail that adds rhythm, tactility, and visual consistency throughout the packaging system.

Photography by Tommy-Paul Keo

An open reusable fabric grain bag filled with grains, shown alongside a second closed bag in the background. The soft textile materials, visible contents, and minimal color palette highlight the tactile and natural qualities of the packaging system.

Photography by Tommy-Paul Keo

The challenge was to redesign the logo so that it became more legible and recognizable without
losing the brand’s playful character. I wanted to avoid visual clichés commonly associated with
children’s brands and instead create something more subtle, refined and adaptable.

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The exploration focused on simplifying the letterforms while introducing a small visual gesture
that could carry personality across the system. The process involved testing different typographic structures, spacing relationships, and ways of incorporating a recurring graphic element that could extend beyond the logo itself.

This approach was loosely inspired by the idea of hide-and-seek, where small elements reveal
themselves through careful observation, guiding the development of subtle graphic motifs throughout the identity.

A quiet landscape of layered mountains and dense forest surrounding an isolated white structure in an open field. The soft haze and muted lighting create an atmospheric scene centered on stillness, distance, and solitude.

Cookbook bread making key ingredients spread

A fog-covered rural landscape featuring grazing cows in an open field, with distant farm buildings fading into the mist. The muted tones and low visibility create a quiet, atmospheric scene centered on stillness and isolation.

A close-up photograph of small white wildflowers with soft orange centers emerging through dense green foliage. The shallow depth of field and muted tones create a quiet, atmospheric image that emphasizes delicacy, texture, and stillness.

A close-up photograph of wheat stalks illuminated against a dark background, emphasizing texture, softness, and organic detail through shallow depth of field and muted natural tones.

A softly lit interior scene featuring dried flowers arranged in a glass vase on a wooden table. The warm tones, natural textures, and quiet composition create a calm and intimate domestic atmosphere.

Garlic, Black Olives and Thyme Focaccia recipe spread

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Expressive watercolor studies inspired by the chaotic and grotesque world of Ubu Roi. Swirling forms, radiating lines, and layered pigments create a sense of excess, instability, and explosive energy, while the distorted circular compositions reflect the absurdity and unpredictability of the play.

Mark-making by Amy Yi

Abstract watercolor studies inspired by the tension and psychological intensity of Les Bonnes. Expanding washes, dark splatters, and mirrored forms suggest conflict, instability, and emotional pressure, while layered pigments and bleeding edges create a sense of distortion and unease.

Mark-making by Amy Yi

Watercolor studies inspired by the atmosphere of En attendant Godot. Soft washes, fading pigments, and isolated points of color evoke emptiness, stillness, and the passage of time, while the subtle contrast between light and dark suggests uncertainty and quiet anticipation.

Mark-making by Amy Yi

An accompanying booklet containing information on the theatre of the absurd, featured plays, mission and values, venue details, and visitor information.

Watercolor studies inspired by the rhythm and movement of ping pong. Circular forms connected by thin lines suggest the back-and-forth motion of the ball, while variations in tone and transparency create a sense of speed, repetition, and impact.

Mark-making by Amy Yi

Abstract watercolor mark-making studies exploring the texture, weight, and movement associated with a rhinoceros. Layered grey washes and subtle yellow lines create a restrained composition inspired by the animal’s strength, structure, and presence.

Mark-making by Amy Yi

Minimal watercolor compositions using soft gradients, layered circular forms, and sparse dark accents to reflect the play’s themes of isolation, repetition, and emotional distance. The restrained palette and dispersed shapes create a quiet tension, suggesting fragmented relationships and the lingering presence of absence within empty space.

Mark-making by Amy Yi

Back cover of the theatre publication

Mark-making by Amy Yi

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“Be part of the adventure!”

The final identity centers on a refined wordmark constructed with balanced proportions and generous spacing, reinforcing a calm and approachable tone. Subtle typographic interventions introduce personality without disrupting the clarity of the letterforms.

Rather than relying on a separate graphic symbol, the identity system extends from the wordmark itself. Individual letterforms extracted from “Timininous” are repurposed across packaging, labels, and communication materials, creating playful moments of recognition inspired by the idea of hide-and-seek. These fragmented typographic elements allow the system to feel flexible and interactive while maintaining visual cohesion across applications.

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At smaller scales, the identity can also be reduced to a minimal “t” configuration while remaining recognizable. A restrained neutral palette anchors the system, allowing the tactile qualities of the clothing and materials to remain central. Lowercase sans-serif typography reinforces the softness of the brand while subtle typographic play introduces a quiet sense of mischief

A stack of business cards placed on a wooden surface under soft directional light. The cards feature a muted colour palette and minimal typographic branding.

Mockup from ls.graphics

A branded letterhead laid across a wooden table with a white pencil resting beside it. The composition highlights the minimal layout, typography, and use of negative space.

Mockup by ls.graphics

Two minimalist envelopes placed on a wooden table beside a white pencil. Soft natural shadows and subtle typography emphasize the clean and understated stationery design.

Mockup by ls.graphics

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A brown cardboard mailing box placed in soft natural light with shadows cast across the surface. Minimal white typography and branding elements are printed directly onto the packaging, emphasizing a simple and understated presentation.

Mockup by Mockup.Maison

A sheet of translucent wrapping paper sealed with a circular Timininous sticker placed at the center. The muted grey tones and minimal typography create a soft and understated packaging presentation.

Mockup from Bendito Mockup

A hand holding a smartphone displaying the Timininous mobile interface. The screen shows folded clothing stacked on a wooden surface with soft lighting and minimal interface elements.

Mockup.Maison

PROJECTS

A. Yi My stuff

About

Timininous

Branding Design

Timininous is a Quebec-based brand producing environmentally conscious merino wool clothing for babies and children. The garments are designed for outdoor use and distributed through retail partners as well as temporary pop-up stores.

The existing identity lacked distinction and flexibility. The objective was to develop a clearer brand identity that feels warm and approachable while maintaining a polished character to support a wide range of applications.

scroll this way →

The challenge was to redesign the logo so that it became more legible and recognizable without losing the brand’s playful character. I wanted to avoid visual clichés commonly associated with children’s brands and instead create something more subtle, refined and adaptable.

Subheader

The exploration focused on simplifying the letterforms while introducing a small visual gesture that could carry personality across the system. The process involved testing different typographic structures, spacing relationships, and ways of incorporating a recurring graphic element that could extend beyond the logo itself.

This approach was loosely inspired by the idea of hide-and-seek, where small elements reveal themselves through careful observation, guiding the development of subtle graphic motifs throughout the identity.

Timininous

Branding Design

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“Be part of the adventure!”

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Everything Squared / Squared roots

Poster + Promotional Design

Grain Bags

Packaging Design

A Book About Bread

Book Design

Timininous

Branding Design

Absurdist theatre Brochure

Publication Design

MY PLAYGROUND →

Category

Timininous

Branding Design

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“Be part of
the adventure!”

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