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Rebranding Manumi: DIY Creativity Meets Modular Identity

From Korálky.cz to a New Era of DIY

Korálky.cz - literally meaning “beads” in Czech - launched in 2008 as a go-to source for glass beads and jewelry components. As the brand grew into a broader DIY and creative hub, the name and identity no longer fit. It felt limiting and out of touch with today’s modern, lifestyle-driven maker.

The solution? A complete rebrand.

New strategy. New name. New visual identity. A broader audience.
A modular design system crafted to be as creative, dynamic, and modern as the makers it serves.

Step 1:
Naming a New Creative Era

From Literal to Limitless

Korálky.cz - “beads” in Czech - was a name tied to just one product. But the brand had grown far beyond that. It’s a common trap: naming your business after where you start, not where you’re headed. As the DIY universe expanded, the name held the brand back. We needed a name that could grow with it - and signal the full creative potential.

Manumi: Made to Make

Inspired by the Czech phrase “manuální tvoření miluju” (“I love manual crafting”), we developed the name Manumi to express the emotional core of the brand. It’s warm, playful, and easy to pronounce - crafted to resonate across markets and grow with the brand. More than a name, it’s a mindset. Built for movement, for making, and for bold brand growth.

Step 2:
Building a Brand That Sparks Creativity

Inspiration Comes First

Manumi exists to awaken creativity — not just in seasoned makers, but in anyone curious to try.

The brand is emotional, inviting, and rooted in inspiration. It empowers people to explore, experiment, and enjoy the process.

A Brand You Can Grow With

Whether it’s your first project or your hundredth, Manumi feels like a creative ally.

It’s built to meet people where they are, share their excitement, and provide everything they need to turn ideas into something real.

Core Elements of the Manumi Brand System

NATURAL
MATERIALS

DISTINCTIVE COLOR PALETTE

HANDMADE
APPROACH

PLAYFUL
COPY

MODULARITY

Step 3:
Identity That Inspires Creation

A Logo That Balances Structure and Soul

The Manumi logo was designed to be clean, confident, and instantly recognizable — while still carrying a sense of warmth and creativity.

Its geometric structure reflects clarity and professionalism, while the soft curves and modular versions give it flexibility across every format, from packaging to social content.
 Each form (primary, secondary, and symbol) was built to scale and adapt, without ever losing its personality.

Rooted in Simplicity

At its core, the Manumi brand is grounded in simplicity and sustainability.

We intentionally work with raw, natural materials - like wood, cardboard, and uncoated paper - whenever possible. This tactile, natural approach reflects the brand’s values: mindful making, reduced waste, and a return to the essentials.

Brought to Life with Color

To balance that simplicity, we introduced a bold and playful color palette - one that has become unmistakably Manumi.

These vibrant hues inject energy, joy, and modernity into every touchpoint, making the brand feel fresh, expressive, and emotionally engaging—just like the DIY community it serves.

Perfectly Imperfect by Design

Manumi celebrates individuality through a handmade visual system. Instead of chasing symmetry or pixel-perfection, we embraced human touch. If a hundred people cut out the letter “M”, we’d get a hundred different results—and that’s the point. We skipped rigid geometry and picked up scissors, cutting each shape by hand to build a brand rooted in creativity, not conformity.

Shapes That Speak
Manumi

From those hand-cut forms, we created a distinctive shape library—used across Manumi’s identity. The shapes are bold, irregular, and emotionally expressive—some rounded, some sharp—all inspired by the letters in “Manumi.” This system becomes a visual signature: instantly recognizable, endlessly adaptable, and full of personality.

Typography with a Twist

Manumi’s typographic system was designed to feel expressive and handcrafted - just like the DIY world it represents. We combined a clean, modern sans-serif with quirky, custom letterforms and playful typographic styling. This allows the brand to shift tone fluidly, from simple and functional to loud and characterful while always staying recognizably Manumi.

Stickers That Speak

Stickers aren’t just a detail - they’re the core element of the Manumi identity. Each one combines hand-cut shapes with distinctive typography and playful, fun copywriting. Whether it’s a joyful phrase, a gentle prompt, or a bold statement, the stickers bring color, voice, and personality into every brand touchpoint. They make the brand feel alive - personal, expressive, and fun to interact with.

Step 4:
A Modular System Built for Creativity

A DIY Identity System

We approached the Manumi visual identity the same way its customers approach their projects: creatively, playfully, and hands-on.

The entire system was designed like a DIY kit—modular, flexible, and open to interpretation. From stickers and shapes to typography and color, every element is meant to be combined, rearranged, and played with.

Made to Be Remixed

This is not a rigid identity—it’s an open platform. While it has strong recognizability, it invites creators to make it their own. Anyone working with the brand can remix the components to reflect their tone, mood, or message. Just like a great DIY project, the final expression is always personal.

Made to Be Remixed

This is not a rigid identity—it’s an open platform. While it has strong recognizability, it invites creators to make it their own. Anyone working with the brand can remix the components to reflect their tone, mood, or message. Just like a great DIY project, the final expression is always personal.

Step 5:
Bringing the Brand Into the World

Shops That Feel Like Manumi

Manumi is not only the largest online seller of DIY supplies in the Czech Republic, it also operates 6 physical stores across the country.

All six locations were redesigned using the new identity system as their foundation. The result? Stores that carry the same playful, creative spirit as the brand itself—complete with natural textures, bold shapes, and welcoming energy at every touchpoint.

Consistency You Can Walk Into

Thanks to the modular nature of the visual system, the identity translated seamlessly into physical space.

From storefronts to shelf labels, the building blocks of the brand—stickers, typography, and color—came together to create environments that feel cohesive, expressive, and unmistakably Manumi. It’s a retail experience that doesn’t just sell creativity—it lives it.

Step 6:
A New Era of Making

From Supplies to Signature Experiences

With the rebrand complete, Manumi launched its most strategic product line yet: creative kits designed around experiences, not just materials.

We developed the visual framework for these ready-made sets—so the client’s internal team could easily adapt the design across endless DIY project types. Each kit delivers a clear, satisfying outcome—making crafting more joyful, emotional, and beginner-friendly than ever before.

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We didn’t just design packaging—we built a modular design system that makes launching new kits fast, flexible, and on-brand.

While most competitors sell loose parts, Manumi sells complete moments—creative experiences you can enjoy with friends, family, or on your own. The system we created empowers the internal team to design endless variations with consistent quality and emotional impact.

A Scalable System, Built for Creativity

We created a flexible sleeve template that makes every kit instantly recognizable while allowing for endless variation. The front side clearly communicates the project outcome, who it’s for, and the experience level—making it easy for customers to choose the right kit at a glance.

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The reverse side visualizes all included materials in a clean, modular layout. This system not only improves usability and shelf appeal, but also empowers the Manumi team to scale the product line efficiently—while keeping every touchpoint visually aligned with the brand.

A Visual Language That Speaks to Everyone

We designed a custom icon library to help Manumi communicate the value of each kit at a glance. From difficulty and time required to use cases like “perfect gift” or “better together,” the icons form a modular system that adapts to different audiences and occasions—while keeping everything visually consistent and easy to understand.

Instruction Manuals Made Simple

To support the growing kit line, we created customizable templates for instructional booklets. Each layout includes space for step-by-step visuals, a project overview, and photo guidance—making it easy for the internal team to create clear, branded manuals for any DIY experience.

Results and Success

📈 Brand Impact

• Instagram following grew to over 10,000, reflecting a younger, more engaged audience
• Facebook community expanded by nearly 30%, with page likes rising from 17,000 to 22,000 (2020–2025)
• Shifted perception from niche supplier to modern lifestyle brand with broad creative appeal

🛍️ Retail Transformation

• All 6 physical stores redesigned to reflect the new brand identity
• Cohesive retail environments now mirror the brand’s creative, emotional spirit across every touchpoint

📦 Product Innovation

• Launched a new category-defining product: ready-made DIY kits focused on complete experiences, not just parts
• Internal team empowered with scalable templates to roll out new kits—quickly, on-brand, and independently

💡 System-Level Change

• Built a modular brand system that encourages playful customization while keeping consistency intact
• Assets actively applied across packaging, stores, booklets, and social—bringing the brand to life everywhere

🌍 Emotional Relevance

• Manumi now connects with a wider audience—from curious beginners to seasoned makers
• The brand sells more than materials—it delivers creative moments shared with friends, family, or solo
  

“From a niche supplier to a national creative force—Manumi is now a brand people don’t just buy from. They build with it.”

What MANUMI Thinks About Working With Us

Ready to turn your brand into the hell-yes choice?

Join 100+ brand leaders who stopped waiting for “someday” - and built brands people obsess about today.

Ready to turn your brand into the hell-yes choice?

Join 100+ brand leaders who stopped waiting for “someday” - and built brands people obsess about today.

Year: 2021-2025
Creative direction: Katerina Horka, Sabina Samuel
Designers: Tereza Kopečná, Viktoriia Safonenko, Polina Petryshyna, Přemysl Herka
Studio HEELS MAKE DEALS