The rounded rectangle is a common geometric form in everyday life and a shape born from industrial manufacturing logic. Its rounded corners help prevent deformation during mechanical stamping and cutting, reducing the need for additional processing. For example, the rounded-rectangle holes found in metal shelving systems at large American hardware stores allow for slight tolerance adjustment during assembly. Similarly, perforations in rolling metal shutters often use rounded rectangles, not only for ease of machine cutting but also for functional benefits such as light transmission and ventilation.
These function-driven, unembellished forms represent optimal practicality while inherently containing a sense of formal beauty.

While studying Suii Suii Lab’s products, we identified this recurring shape—often subtly embedded within the designs themselves. The brand logo is therefore expressed through the simple lines and geometric contour of the rounded rectangle, symbolizing the brand’s practice of observing ordinary surroundings from an unconventional viewpoint and transforming them into original design inspiration.

The brand’s graphic system is further developed from the logo and product forms, emphasizing playfulness and experimentation. Black and white serve as the primary brand colors and can be used interchangeably. To enhance visual character and recognizability, Suii Suii Lab—deeply inspired by vernacular culture—often looks to the eclectic details found in traditional hardware stores. Vivid, high-saturation colors commonly seen in these stores are reinterpreted as accent colors within the brand’s visual identity.

CL：Suii Suii
Year：2024

CD：Chiteng Huang黃紀滕
AD&D：Wanchun Ho何婉君
Photography：Chiteng Huang黃紀滕