Building a furniture fitment & accessory brand
Fonts
We chose a bold classic in the font Univers, to be the flagship font for all printable collateral for ‘fit’. In support of the print font we use Monserrat for all digital / online elements and the classic Arial for all the internal day to day templates that get shared and sent out to clients.
Brand application
As this was a new-to-market brand, it was designed for ease of use allowing the identity to be used either on a white background or with a white keyline on a red background. The identity can be locked up against the edge of a format or free-floated within a format to allow maximum visibility of the brand.
The brand ambassadors
Instead of creating an elegant catalogue that just showcases parts, when tasked with designing the catalogue we decided to make the parts the main feature. We started with the creation of a few characters to represent the various parts / accessory divisions i.e. kitchen, wardrobe etc. We looked for a part, or a collection of parts that had unique face-like characteristics and gave them personality by adding a speech bubble and simple phrases to represent the division they were from.
The rest of the catalogue was straight forward layout with clean use of space and type. We created a simple pull-out tab system to help the sales team easily access the various divisions of the catalogue.
