Cubix

A Journey in Taste and Style

Clients: Cubix

Industry: Retails

Services: Market Research / Naming & Tagline / Brand Design / Design Extension / Package Design

Exploring infinite possibilities within a defined space

As Taiwan’s curated retail scene continued to grow, Thinkways was invited to build a new brand that balances differentiation with cultural depth. The store blends Japanese craftsmanship with European hand-built bicycles, connecting movement and stillness within one space. In Taichung’s competitive market, we returned to the essence of “object” and “space,” positioning them as the brand’s core and shaping a community defined by refined taste.

2020 iF Design Award - Brand & Communication

Brand Concept

A gallery of craftsmanship

We positioned Cubix as a “showroom of artisan spirit,” not merely a retail venue, but a curated space that reveals the meaning behind each object through the founders’ perspectives. The name Cubix stems from the idea that both objects and spaces are “cubes,” inviting infinite exploration within constraints. It blends Eastern philosophical subtlety with a contemporary, globally relevant expression.

Logo Design & Application Design

Turning structural beauty into a visual language

The logo merges three elements: the grid form of the Chinese character「方」, the initial “C” shaped as a bicycle wheel, and the modularity of display structures. Clean lines with varied strokes evoke both human craftsmanship and spatial precision. A grayscale and metallic palette keeps the objects as the focal point. From the logo’s geometry, we developed dimensional totems and curved forms, creating an extensible system that maintains consistency across applications and aligns with the store’s spatial atmosphere.

Brand Forward

Cubix is more than a select shop. It is a space that embodies culture, taste, and perspective. Through a coherent identity system, the brand transforms objects into meaningful narratives and invites customers to engage emotionally with craftsmanship. Thinkways is honored to support Cubix in defining its niche, building its community, and expanding its cultural influence in a rapidly evolving market.

“Transforming curated objects into cultural narratives through a space shaped by craftsmanship and design.”

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