PLATES WITH CHARACTER

This collection of plates features the 12 archetypes of Fractal Branding, a strategic framework by Shuka. With confident gestures of arts and crafts, we translated a theory that usually stays in workshops, hides in decks, and lives inside brands — into a tactile experience. Now you can take it out of the box, eat grapes off it, stack it in a cupboard, or hang it on a nail — a reminder: you might get scratched, but you can’t be broken.

Each illustration comes with a quote from a famous person who has an almost spotless reputation. Their character matches the archetype. One of these plates will likely reflect your personality, reminding you of who you are, what your strengths are, and what your purpose is—even after a spin in the dishwasher.

With Fractal Branding, we reveal a brand’s personality and amplify it into a powerful, dynamic system of identity, tone of voice, user experience, and communication. We divide brands into three groups that help brands answer the questions “What?”, “How?”, and “Why?”. Each group contains four archetypes. Shuka itself is the Explorer: we focus on “How?” and want to inspire you on discoveries. These plate-talismans remind you of your true essence.