Putting biotechnology mixed with lifestyle and fashion at the forefront

Dutch independent graphic design and film practice - and European Design Agency of the Year 2024 - Studio Airport collaborated with the founders of Faber Futures and Ginkgo Bioworks, Natsai Audrey Chieza and Christina Agapakis respectively. To help launch their new initiative Normal Phenomena of Life (NPOL) - a direct-to-consumer brand putting biotechnology at the heart of the goods we make. Creating a unique and futuristic, smooth website provoking thought and action. 

Who is behind NPOL?

Faber Futures is an award-winning, London-based agency operating at the intersection of nature, design, technology and society. Its multidisciplinary practice engages industry, institutions and multi-sector brands with ecologically-driven models for holistic innovation. Establishing alternative materials and production models is contingent on systemic and often complex change. Through deep collaboration with project partners and clients, Faber Futures bridges the technical with the societal and ecological realm, creating fully integrated pathways for regenerative and equitable futures.

Ginkgo Bioworks is an American biotech company that specialises in the programming of cells for partners that make everything from food to materials to therapeutics.

(source text: Normal Phenomena of Life website- faq)

What is NPOL?

Normal Phenomena of Life creates as well as curates a series of lifestyle and fashion products made from or with the help of biomaterials. 

The materials used rely on bacteria, algae or fungi, and are produced with the help of biology in the lab. This puts them at the forefront of innovating the consumer industry. Aiming to inspire and show what is possible with available technologies. 

Currently they stock multiple garments, cosmetic products and artworks, but are hoping to also expand into other lifestyle industries.

Behind the scenes 

Studio Airport approached the whole project — branding as well as the website - as one. Leading to the exploration of a range of editorial (rather than just functional) design decisions.

To capture interconnectedness, they built the whole UX interface around a centrally-positioned logo, which expands and collapses based on the layout.

Besides branding purposes, they integrated additional functionalities into the logo, such as expanding into the product code holder, or an image-number indicator. To balance the prominence of the central logo, they paired it with a subtle hoverable navigation at the top of the page, separated into the main branches the platform covers: shop (e-commerce products), world (about), info (practical information).

Logos and identity

Studio Airport have designed the 'Normal Phenomena of Life' brand identity and online platform from scratch to present bio-based products in the most compelling way, and to create a space for a truly radical bio-industrial revolution.

The NPOL logos consist of a modular system. The core logo is inspired by the concept of mitosis (Cell Division) as biotechnology is the foundation of the brand. The shapes also refer to 'Pertri Dishes' in which bacteria and other microorganisms are examined.
By morphing, scaling and shifting, the logo system represents the dynamic world of biotechnology, and blends science with design and lifestyle. 



The identity uses transparent layers, sharp graphics and sophisticated typography to construct a futuristic vibe that puts the brand on the cutting edge of pioneering in bio-based material. By combining images from the natural world with lab and fashion photography Studio Airport have created a world that has not been presented to the public yet.

Throughout the website the logo is always set in the centre, and within the e-commerce site it responds to the content behind it. It functions as a product code while entering the shop but also shows the amount of images when inside a product. A breathing organism that takes on different shapes depending on where you are in the website.

Website technology

Studio Airport's ongoing technical partner September Digital took care for the development. The website is primarily hosted on Wordpress, which is where the majority of the content is edited. 

To cover the needs of the e-commerce aspect of the brand, they created a custom Shopify API, which is integrated through a plug-in. This allows the brand to grow their editorial, as well as commercial presence.

Very unique futuristic feel here in the interface, animations, photography direction and sound design.
Margot Gabel, Dutch Digital Design curator & associate creative director Build in Amsterdam

Love the overall experience! Lovely sound design and loads of nifty little animations. The design also feels fresh and unorthodox. As a talking point / experience site, it works for me.
Martijn van Dam, Dutch Digital Design curator & lead designer Momkai

Awards

• European Design Award Silver, category: integrated identity applications
• Awwwards Site of the Day
• Ecommerce Design Awards (EDA) - SOTD
• CSS Winner - SOTD