Martin & Jean Philippe Joly
Martin's graphic signature is hard to miss. He honed it working on iconic brands like Shtoor and Foxford.
7. February 2023, Author: Paula Blahová, Photo: Nora & Jakub
To this day, he's behind the visual identity of Yeme grocers. He loves working with food because it lets him fully express his maximalism – bringing taste, colour, and wit into the mix.
Though at his own studio, Pekne & Dobre, he happily moves in different directions. He sees himself as part of a bigger puzzle – graphics, he says, only underline projects that are already quality and honest at their core.
After two decades in communication design and dozens of awards at Zlatý klinec (think the Oscars of Slovak advertising), he's no longer in a rush. He and his family bought a cottage in Myjava, where he plants cherry trees and plans to keep bees. Nature, running by its own rules, keeps his ambitions healthily in check.
As the sole executive employee of his graphic studio, Martin wears a distinctly dioptre-heavy Directeur model from French brand Jean Philippe Joly.
"If I want to achieve positive emotion full of flavour in design, I can't do it minimalistically."
Designer, beekeeper, and Yeme's visual guardian
Martin doesn't hesitate to admit he's a maximalist. He loves colour, rich detail, and visual abundance. It's what makes his work instantly recognisable – playful, layered, generous.
But maximalism doesn't mean chaos. Every element has its place, every colour serves a purpose. It's abundance with intention.
At Yeme, he's created a visual world that feels warm, appetising, alive. The kind of branding that makes you want to step inside and fill your basket. It's bold without being loud, detailed without being cluttered.
"I need to feel what I'm designing. Food is perfect for that – it already carries emotion, memory, appetite."
Outside the studio, Martin's creative energy flows into slower rhythms. The cottage in Myjava is his grounding place. Cherry trees take years to bear fruit. Bees follow their own calendar. It's a counterbalance to the pace of design work – patient, cyclical, rooted.
And it reminds him that not everything needs to be controlled or perfected. Sometimes you just plant, wait, and let things grow.
Jean Philippe Joly: French craft with character
Martin's glasses are Directeur by Jean Philippe Joly – a French brand that shares his love of detail and refusal to play it safe.
Jean Philippe Joly frames are made in small batches in the Jura region of France, an area known for eyewear craftsmanship. Every pair is hand-polished, with careful attention to proportion, balance, and finish.
The Directeur is a bold, architectural frame – strong lines, pronounced presence, unmistakably intentional. It's not a frame that fades into the background. Much like Martin's work, it makes a statement without shouting.
The brand itself has a quiet confidence. No flashy campaigns, no celebrity endorsements. Just well-made glasses for people who care about what they wear and why.
"I like things that have a story and a hand behind them. These frames feel like someone actually thought about them."
At ZITA, we love Jean Philippe Joly for exactly that reason. They're frames with backbone – thoughtfully designed, beautifully made, and made to be noticed.
If you're drawn to eyewear that feels as considered as your favourite chair or coffee cup, come try them on. We're happy to talk you through the details.
