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by SFIC Institute
Project Showcases
See How Momentum Strategies Delivers Visual Impact Across Every Brief
Benel Singapore
Founded in 1988, Benel Singapore is a specialist in ergonomic office furniture, offering a curated range of chairs, desks, and tables designed for both professional and home office settings. With over 35 years of experience, they take a holistic approach to workspace design — working closely with clients and interior designers to create environments that are comfortable, functional, and tailored to the unique needs of each office. Backed by rigorous international quality certifications and full control over their own production, Benel is a brand built on trust, expertise, and a genuine commitment to the people who use their products every day.
The Problem
Benel Singapore has been a trusted name in ergonomic office furniture since 1988, but their digital presence wasn't keeping pace with the quality and credibility of the brand. Their existing website lacked a cohesive visual identity and didn't fully communicate Benel's values — particularly their growing commitment to sustainability. As the workspace industry evolves, Benel needed a refreshed digital experience that could speak to a modern audience while staying true to their heritage.
Benel Singapore's Old Website
Our Design for Benel Singapore
The Solution
From the brand handbook to the website, sustainability page, and promotional videos, every touchpoint was designed to honour Benel's heritage while bringing their digital presence firmly into the present — a cohesive ecosystem where identity, purpose, and product all speak the same language.
Branding
Benel had a recognisable name and decades of trust behind them, but their visual identity hadn't been formally documented or refined — leaving room for inconsistency across how the brand showed up digitally and physically. Our job was to change that, building a Brand Handbook that gave the team a clear, shared language to work from going forward.
We started with the foundations — defining the brand's core through a manifesto that honoured Benel's heritage while pointing toward where they're headed, particularly around sustainability and people-centred design. From there, we established their catchphrase, Live well with Benel, as the unifying thread that would run through every touchpoint. With the brand's heart in place, we moved into the visual system — locking in a colour palette anchored by Benel Blue, supported by warm neutrals and a dedicated sustainability colour, paired with typography that balanced authority and warmth across every application.
Sustainability Conceptualisation
Benel's sustainability story needed to feel genuine rather than performative. For the narrative, we structured the sustainability collection around a day in the office — walking viewers through each product and pairing it with a clear, honest explanation of what makes it built to last. To support this visually, we developed two design directions: Corded, using the imagery of ropes and modularity to make circular design feel tangible, and Layered Time, drawing from tree rings as a quiet metaphor for Benel's durability.
Branded Sustainability Report
Benel's sustainability report needed to do more than document numbers — it needed to tell a story that was as considered and credible as the brand itself. Built around the idea that every workspace can change the world, the report laid out the full lifecycle of a Benel product from responsibly sourced raw materials through energy-efficient production, customer use, and back into repair and rework — making the case for a genuinely circular approach to furniture design.
Sustainability Webpage
Benel's sustainability story needed to feel as considered and intentional as the products themselves — not a corporate responsibility checklist, but a genuine expression of how they build and why it matters. The challenge was turning a complex, multi-layered commitment to circular design into a website experience that visitors could actually engage with.
The page we built leads with impact — opening with Benel's sustainability credentials, ISO certifications, and concrete metrics like carbon emissions tracked, before drawing visitors into the brand's broader purpose. From there, the page moves through Benel's sustainability collection product by product — Musepod, Joie, Livework, and Benel Chairs — each given its own section that pairs clean product visuals with clear, honest explanations of what makes it built to last and designed to minimise waste. A dedicated articles section keeps the page alive over time, giving Benel a platform to share ongoing updates and thinking around their sustainability journey.
The overall design balances nature-inspired photography with technical product imagery, grounding Benel's environmental commitments in something that feels real and earned rather than performative. The result is a page that doesn't just tell visitors Benel cares about sustainability — it shows them exactly how, at every level of the product.
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Website
We restructured and redesigned Benel's entire website — from the homepage to individual product pages and a contact page — giving every section a clear purpose and a consistent visual voice. The result is a site that guides visitors naturally from first impression through to enquiry, while staying true to the brand identity established in the Brand Handbook.
Benel Singapore
A brand built to last, across every touchpoint.
From brand guide to website, sustainability page, and promotional videos, every piece of Benel's refreshed identity was built to feel intentional and connected. The result is a digital presence as considered as the furniture they make — clear, human, and built to last. Each touchpoint shares the same goal: to present Benel with the clarity, confidence, and warmth it has always deserved.
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