01/01/2023
Sunday
Project Overview
Mobellio is a design-forward furniture brand that transforms vintage and supercar components into refined, functional pieces for modern interiors. Founded by Alan Liu, the brand blends automotive craftsmanship with minimalist luxury, using premium materials like steel, carbon fiber, and Alcantara suede. Each piece is handcrafted with precision, rooted in a design philosophy known as "automotive morphing"—reimagining iconic car elements into contemporary furniture for discerning clients who value quality and originality.
For this project, I created a slide deck and brand identity to support Mobellio’s entry into Thailand’s furniture market. The visuals and narrative were carefully curated to align with the brand’s sleek, understated aesthetic while resonating with Thai consumers’ appreciation for innovation and design. This presentation positions Mobellio to introduce its unique vision to a new audience, merging its global luxury appeal with local sensibilities.
Market Research Insights (Thai Furniture Market)
Consumer Preferences:
Thai luxury consumers value craftsmanship, imported materials, and unique design narratives. There is growing appreciation for minimalist aesthetics paired with cultural or artisanal flair.
Market Trends:
A rise in condo and high-end residence development is fueling demand for statement furniture pieces. Functional luxury and sustainability are gaining traction.
Design Landscape:
Bangkok is a hub for design-conscious consumers. Furniture brands that fuse modernism with distinct storytelling stand out in showrooms and online.
Competitive Analysis Graph
Brand Alignment
The presentation I created for Mobellio’s entry into the Thai market was built around their core identity, preserving the brand’s clean minimalism and refined aesthetic. Each slide embraced negative space and precise typography to reflect luxury without excess, while visual elements like chrome highlights and carbon textures subtly referenced the brand’s automotive roots. I maintained a bold, masculine tone through a dark color palette and structured layout, while incorporating material-inspired visuals to evoke the tactile quality of Mobellio’s furniture. The result was a cohesive deck that embodied their identity while introducing it in a culturally resonant and elevated way.
Mobellio's Core Identity:
Minimalism:
Clean, uncluttered layouts and restrained use of text
Refinement:
Premium materials and high-end finishes communicated through subtle detailing
Automotive Inspiration:
Carbon fiber textures, chrome tones, and mechanical forms referenced luxury car design
Masculine Tone:
Strong, confident visual language using dark palettes and bold forms
Tactile Luxury:
Visuals emphasized texture and feel—brushed metal, Alcantara, leather surfaces
Color Palette for Presentation
Example slide
This project taught me how to balance brand consistency with cultural adaptation. Translating Mobellio’s minimalist, luxury identity for the Thai market deepened my understanding of visual storytelling, material-driven design, and how small details can make a brand feel both global and locally relevant.
Conclusion
