these designs are part of the frame and panel system, by edward hale:
Working to create a stronger bond between consumer and product, this line generates engagement by including people in both design and assembly. Driven by an online interface that allows users to customize their designs and carried over into the furniture, which employs custom hardware to make it easy and fun to assemble
see the video (below) which explains how the site works. it seems quite straightforward and well thought-out, and the furniture itself well made and designed. i especially like the coloured brackets!
via design milk