Overview
For over a decade, renowned Perth furniture studio Table & Chair had been a cornerstone for designer furniture in Perth and beyond. Over that time things had changed — both for Table & Chair as a business and in the industry as a whole. The company had established itself as a leader in creating and supplying interior environments for corporate, hospitality and residential applications.
For over a decade, renowned Perth furniture studio Table & Chair had been a cornerstone for designer furniture in Perth and beyond. Over that time things had changed — both for Table & Chair as a business and in the industry as a whole. The company had established itself as a leader in creating and supplying interior environments for corporate, hospitality and residential applications.
Problem
Table & Chair now offers a range that extends well beyond just tables and chairs and felt the time was right to create a brand that better represented their current business. With a new name of ‘District’, a brand identity was required that would appeal to a design-centric audience.
Solution
The basis of a new identity was built upon a navy blue colour with generous white space. A bespoke alphabet and set of glyphs were custom designed to be used as interchangeable graphic elements throughout the brand to create a contemporary look using a familiar design language, allowing the brand experience to remain dynamic, innovative and fresh.
Subtle meanings have been hidden within the elements. For instance, the letter 'i's in the brandmark are used to segment the word into districts. The letters and glyphs themselves were inspired by the tools, shapes and colours found within architectural blueprints and the simplified shapes normally associated with floor plans.
Supplier images were cropped to turn products into abstract designer icons, focusing on the craft details and quality of the furniture. This treatment of imagery made for a bold statement which instantly set District apart from competing furniture studios – pushing the boundaries and capturing the true essence of the District brand.
Supplier images were cropped to turn products into abstract designer icons, focusing on the craft details and quality of the furniture. This treatment of imagery made for a bold statement which instantly set District apart from competing furniture studios – pushing the boundaries and capturing the true essence of the District brand.
A colour sampling system was employed enabling the graphic elements to modify in colour depending on the image/s that they are applied next to, allowing the elements to complement any imagery and remain flexible enough to adapt to all styles and moods.
Outcome
Table & Chair rebranded in August 2014 as District, to a great reception from the industry. As the brand embeds itself further into the eastern states markets, it now has an identity and name that can carry its passionate vision.
Outcome
Table & Chair rebranded in August 2014 as District, to a great reception from the industry. As the brand embeds itself further into the eastern states markets, it now has an identity and name that can carry its passionate vision.
Brand Vision
The business cards were produced on a heavy uncoated stock with painted blue edges, adding an element of quality and style through the attention to detail in the finishing.
Furniture hang tags
Save the date & invitation to launch event
Notepad
Brand publication
Website design
Launch event
