The Museum of Broken Relationships: Branding project for LA's weirdest new museum

The museum showcases a collection of items, each one telling a very personal relationship story, allowing the owner to express his or herself, and get some much-needed closure, while provoking feelings of empathy and nostalgia on those viewing his or her piece.

New York-based design firm Savvy Studio was chosen to rebrand the museum to fit the lifestyle and culture of a North American audience without sacrificing the raw emotional essence of the original identity.

Savvy explained: "The branding's structure is based on three brand values: familiarity, basic emotions, and high aesthetic value. These values were defined based on the universality of the subject, the museum's location and cultural context, as well as our own philosophy as a design studio.

"The logotype expresses simply and abstractly the feeling of being broken and out of place. It’s the break of a cycle, of continuity and harmony. The printed material, together with its desaturated coloured paper, photographs and typographic selection conveys a sense of nostalgia and intimacy that roils the viewer, making them feel intrusive by delving into other's personal lives."

Via Behance | All images courtesy of Savvy Studio