Non Plus was founded by furniture designer, film-maker and adventurer James Bowthorpe. The approach to the brand was a bold and unique one, modernist typography and layout paired with quirky illustration in the form of a series of ‘brand mascots’ we developed with Illustrator and Animator Jack Cunningham.

The clean logotype uses a dash to connect the two words which connects to a grid layout or image creating a subtle reference to the + sign. The final piece of the project to launch Non-Plus is an engaging animation that sees one of the illustrations come to life, showing the iconic stool in a fun and unexpected way.