Brand Tone

Intellectual, Conceptual, and Inquisitive

Brand Values

• •Contextual Integrity
• •Sustainability and Circularity
• •The Interconnection of Scales
• •Social and Collaborative Design
• •Valuing Craftsmanship and the Future

Best Practices

• •Lead with the Concept, Not the Product: Always begin by explaining the underlying idea, research question, or story. The physical product is the evidence of that thinking process.
• •Use an Inquisitive and Academic Tone: Frame statements as questions or investigations. Use words like "explore," "question," "research," and "speculate" to maintain the brand's intellectual voice.
• •Connect the Micro and the Macro: In every description, try to link the specific object to a larger system —be it social, environmental, or architectural. Explain how a simple chair relates to ideas of nomadism or how a textile reflects a post-war economy.
• •Emphasize Process and Materiality: Be transparent about how things are made, the materials used, and the reasons for those choices. The narrative of creation is as important as the final form.
• •Avoid Conventional Marketing Language: Refrain from using superlatives ("the best," "most beautiful") or urgent calls to action ("buy now," "limited time"). The copy should educate and provoke thought, assuming a discerning and intellectually curious audience that values substance over salesmanship.

Social Perception

Academically and critically acclaimed, highly respected in the design world, perceived as a thought leader and a key figure in Dutch design. Seen as intellectual, challenging, innovative, and unconventional, often more like a research lab or think tank than a commercial entity. Known for pushing boundaries and provoking thought.

Copy Examples

• •The 'Crate Cabinet' is not merely a piece of furniture; it is an exploration of containment. By rendering the packing and the object as one, we question the boundaries between the temporary and the permanent, the seen and the unseen. A showcase for your objects, and a story about its own creation.
• •We asked a simple question: What if our world was designed around water? The WaterSchool is our speculative answer —a curriculum, an architectural model, and a call to action. This is not just a book; it is a textbook for the next generation of designers, thinkers, and citizens.
• •This material is not an end product. It is a moment in a cycle. Harvested from local waste streams and shaped by artisanal hands, it tells a story of circularity. In its current form, it is a chair. In the future, what will it become?
• •Studio Makkink & Bey is a design practice led by architect Rianne Makkink and designer Jurgen Bey. We don't just create objects and spaces; we investigate the systems they belong to. From the scale of a light bulb to that of a landscape, our work is a continuous inquiry into how we live.
• •The act of cleaning, refined. This broom is not designed for efficiency, but for delicacy. Its form asks you to adjust your movements, to find grace in the mundane. It is a tool to celebrate the ritual of care, reminding us that beauty begins with a clean space.