About Us

Brand Manual is an international service design and branding agency

We use service design to improve your customer’s experience, one touchpoint at a time. Together with you, we create products and services that people not just use, but love.

What is the customer doing?

Customers are getting different jobs done. You may be serving coffee, but they could be a) buying coffee, b) using your coffee shop as a workspace, c) meeting with friends, d) killing time, e) getting out of the winter cold, f) getting out of the summer heat, g) not buying coffee at all but using the toilet. Understanding the jobs your customers are getting done is the first step in improving their experience.

We make them talk about you

We’ve been in this business for ten years. And, as far as we can tell, service design has only become more important to companies and organisations. The fact is, that it isn’t what you do, but how you do it that creates the customer experience. You just have to accept, that what is difficult for you is a hygiene factor for your customer and that the customer experience is built around the core of your offer, not on it.

It isn’t the streetcar that makes the experience good. It is the timetable.

Lucius Burckhardt

Designing the whole customer experience around the customer journey from need to satisfaction, not just the moment of transaction is what will make them talk about you.


Ülemiste City Service Masterplan

CommunicationService design

Forest Owners Association

BrandingService design

Eesti Gaas & Elenger branding

BrandingService design

Framm branding

BrandingService design

Insly insurance branding

BrandingCommunicationDigitalService design

Old Boy Mary Jane Branding


CelESTial branding


Standard rebranding


Some of our people

Dave Koopmans
Co-founder & partner Brand Manual
More about Dave

J.Margus Klaar
Co-founder & partner Brand Manual
More about Margus

Kaili Kallas
Partner & team lead Brand Manual
More about Kaili

Kaarel Mikkin
Co-founder & partner Brand Manual
More about Kaarel

What we believe

We believe in kindness and good food and drink and not living to work, but working to live

We also believe that since we do spend 1/3 of our lives at work, then work should be fun

The work we do should be meaningful and make us more than just money – it should make us proud!

And then there’s the other stuff.

One of us really believes in biking / One in fishing / One in dancing / One in heavy metal / One in recycling (although we have to admit, this applies more or less to all of us) / One in tea / One in crazy shit / One in working early in the morning / One in working late / One in 42… One way or the other, though, we believe we like to work together.

Job offers

We are hiring: Art Director

Apply as soon as possible