The Brand Identity interviews Alex Tan, Co-founder and Creative Strategy Director of Mouthwash Studio, ahead of their talk at POV Budapest 2025. Tan discusses the studio’s evolution from a creative experiment to a globally recognized design practice, emphasizing their philosophy of 'sensemaking' and operating as a 'product' rather than a service. The conversation explores their holistic approach, research culture, and the experiential project Café Tondo.
Creative Boom profiles Los Angeles-based MOUTHWASH Studio as it celebrates its fifth anniversary. Founded by Alex Tan, Mackenzie Tan, Abraham Campillo, and Ben Mingo, the studio evolved from a magazine and podcast into a full-service design practice known for its holistic, strategy-led approach. The article explores their growth, culture, and notable projects for clients like Air Company and Thom Browne.
The Brand Identity’s article, written by Poppy Thaxter, highlights ten standout signage projects from studios including TRY Design, Barkas, OMSE, and others. The roundup showcases inventive approaches to wayfinding and brand expression through physical signs, from playful geometric forms to minimalist executions.
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SEESAW features the website design for Air Company, a sustainability-focused brand dedicated to decarbonizing the planet through innovation. The project highlights the use of the Suisse International typeface and a clean, Helvetica-inspired aesthetic.
