The brief
Earbuds are a crowded, look-alike category. MINUS° had to arrive as a sound brand people want to be seen wearing — before the product was even shown.
← All work
Case 01
Case 01
A sound company built on subtraction, not addition. We shaped the MINUS° identity, its launch website, its Android app and the reveal of five new products — all in one calm, monochrome language.
Nationwide streaming.
The ordinary is no longer an option.
What's coming questions everything else.
Join the inner circle.
Where sound, design and technology come together. Creating refined audio products designed to look exceptional, feel effortless and sound unforgettable.
AIRLight · Everyday
ULTRADeep · Reference
InstagramSpotifySoundCloudApple MusicYouTube Music
The MINUS° launch site — a white sheet floating on grey, a black cinematic hero, two product loops and a music library across five platforms.
The story 01
Built by taking things away.
The idea
Subtraction. Two products instead of eleven. One light on the whole product. A square degree in the logo. Everything that blinked, buzzed or beeped was removed.
The result
A complete brand world: launch site, Story page, Frequencies playlists, an Android app that shapes the sound, and a “still in the dark” reveal for five new products.
Brand system 02
Black, white, one light.
The square degree in MINUS° is the signature. The Air LED green is the only colour — used once, nowhere else.
White on blackBlack on whiteBlack#000000
Ink#0A0A0A
Paper#F5F5F5
Surround#E8E8E8
Body grey#6E6E73
Air LED#4AD07D
SAPRONA
Navigation, product names and labels.
Helvetica Now Display
Headlines and body copy across every page.
Canva Sans Bold
Short, bold hero lines.
About us page 03
Nine numbers that explain the whole company.
2
Products. That's the range.
Air and Ultra. Two right instead of eleven nearly.1
Light on the whole product
One LED. Everything else that blinked was removed.7
Frequencies
Playlists built around hours of the day, not genres.41
Acoustic revisions
Before a single case was tooled.18
Months
From first sketch to first unit.0
Features added
Because a competitor had one.Coming soon 04
Still in the dark.
Five new MINUS° products, revealed as wireframes before anything is shown: on your wrist, in your pocket, at the wall, between everything and in the room.
The app 05
Your sound. Beautifully personalized.
One Android app for MINUS Air and MINUS Ultra. No sign-up, no cloud, no data leaving the phone.
7EQ bands, 60 Hz – 12 kHz
±6 dBon every band
5sound profiles
7MINUS° tracks, offline
90sWorld of Sound
0accounts or data collected
- 01Welcome
Greets you by first name — the only thing it ever asks.
- 02Home
Battery for each earbud and five profiles: Signature, Deep, Vocal, Cinema, Gaming.
- 03Sound
Seven frequencies from 60 Hz to 12 kHz, ±6 dB each. Drag, watch the wave follow, save it.
- 04World of Sound
A 90-second spatial experience: sound in front, behind, above and around you.
- 05Music
Seven built-in tracks, one for every mood. Offline, no subscription.
- 06Device & Support
Black or white theme, connection at a glance, and help that works with no signal.
Your turn CG
Your brand could be next.
Currently accepting new clients for Q4.