We have carried out the brand conceptualisation, design and communication of the ergonomic seating Binaria, a piece created in 2003 as part of the Oken brand furniture catalogue. Designed by the dentist Jordi Badía and the industrial designer Otto Canalda, this piece was awarded a Silver Delta during the 2005 edition of the ADI-FAD Awards and subsequently established itself as an icon of Spanish furniture design of the early 21st century.

At NOMON we developed the creative concept for this new product, which was devised by a medical prescription. We concentrated on its main attributes: ergonomics, the health benefits and its adaptability to all kinds of people. We thus established that not only was Binaria a moving, castered stool developed to make certain jobs easier, but it was primarily a new way of sitting, ensuring the most correct position of our back.

This concept was applied to all the communication pieces: label, brochure, catalogue, packaging and display. In addition, we also managed to get Oken –a 100% contract company– to directly communicate with the final consumer, setting up and organising the Binaria presentation in the renowned Vinçon Gallery in Barcelona.


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