Tonic Design: 25 Years of Crafting Timeless South African Design

Celebrating almost three decades of creativity, craftsmanship, and cultural resonance, Tonic Design stands as one of South Africa’s most respected furniture and interior design studios.

Founded in 1999 by Greg Gamble and Philippe van der Merwe, the studio blends innovation with tradition, empathy with functionality, and artistry with purpose. From their heritage home studio in Johannesburg to their refined showrooms in Cape Town and beyond, Tonic continues to push the boundaries of timeless, handcrafted design.

Founded in 1999 by Greg Gamble and Philippe van der Merwe, TONIC has grown into one of South Africa’s most celebrated furniture and interior design practices. With a portfolio that spans two decades, TONIC’s work is as much a testament to innovative design as it is to uncompromising craftsmanship.

The Origins of TONIC

When Greg and Philippe started TONIC, their goal was to bring a fresh perspective to South African design. “We didn’t want to just create beautiful furniture,” Greg explains. “We wanted to make pieces that were both innovative and deeply connected to the culture and craftsmanship of this country.” Their aim was to create work that would stand the test of time—not just in aesthetics, but also in quality. “We didn’t want to be confined by trends,” Philippe adds. “We wanted to make design that would still be relevant in 20 years, or even longer.”

Blending Invention and Tradition

At the heart of TONIC’s design philosophy is a blend of invention and tradition. “It’s about understanding the past and pushing the boundaries of the future,” says Greg. The studio works closely with artisans who are masters of traditional techniques. However, they apply a contemporary lens to these methods, constantly questioning what they can do differently and how they can innovate.

Philippe emphasizes that craftsmanship requires patience, attention to detail, and a respect for the materials. But invention, he says, is about approaching things with fresh eyes and asking, “What can we do to make this better or different?” It’s this ongoing dialogue between tradition and innovation that results in something truly unique.

Empathy at the Core of Design

For TONIC, empathy is a fundamental component of the design process. Greg and Philippe believe that design should never be created just for the sake of looking good. Instead, it must serve the people and the spaces it’s designed for. “Every piece, every project, has to serve the needs of the person who will live with it or use it,” Philippe explains. Whether it’s a chair that’s comfortable for hours of sitting or an interior that feels welcoming and harmonious, the people using the space are always at the heart of the design.

For Greg, it’s the human element that truly drives their work. “Design is not just about objects or products—it’s about improving the quality of life for those who interact with them. We get to know the context—the history of a place, the people involved—and that understanding informs our decisions.”

The Studio’s Heritage Home

TONIC operates from a heritage home in Johannesburg, which deeply influences the studio’s creative process. The building, rich in history, offers a sense of groundedness and continuity. “The architecture, the textures, the energy of the house—it all informs how we think about space and design,” says Greg. The studio’s space is also filled with art, pottery, and antiques, which serve as reference points for their work. “Each of those items tells a story, and that’s what we want our pieces to do: to be meaningful and to have a lasting presence in the lives of those who use them,” Philippe reflects.

In addition to their Johannesburg base, TONIC now operates showrooms in both Johannesburg and Cape Town, expanding their ability to share their work with design enthusiasts across the country and showcase the full range of their craftsmanship and design philosophy.

The Role of Craftsmanship and Collaboration

TONIC is known for its handcrafted approach to design. Working closely with South African artisans who are masters of their craft, the relationship between designer and artisan is central to the process. “There’s a deep collaboration between the designer and the artisan,” Philippe says. “They’re not just executing an idea—they’re bringing their expertise and skill into the process, which elevates the final product.”

Greg adds that there is something irreplaceable about handmade work. “No matter how much technology advances, the human touch adds character, depth, and soul to the final piece. Every mark, every slight imperfection, tells a story and gives the object integrity that mass production can never emulate.”

Looking to the Future

As TONIC moves forward, their design philosophy will continue to evolve, but the core principles of craftsmanship, empathy, and innovation will remain the same. “We’re excited about exploring new technology and techniques that can enhance our process,” says Greg, “but always with the goal of creating something that has a lasting impact.”

Philippe is equally excited about the future, mentioning that they are exploring sustainability, innovative materials, and new ways of integrating technology with design. “The future is always a blend of the past and the present, and we’re excited to see where that intersection takes us.”

Advice for Young Designers

For young designers looking to create meaningful and lasting work, Greg and Philippe offer simple yet profound advice: stay true to your vision. “Don’t get distracted by trends or the pressure to conform,” says Philippe. “Focus on craftsmanship, quality, and the people you’re designing for.” For Greg, it’s about never stopping the learning process. “Be open to new ideas, new materials, and new ways of thinking,” he advises. “Design is an evolving conversation, and the more you engage with it, the more you’ll grow.”