ESTABLISHED & SONS
Creating a disruptive and audacious furniture brand in a world of minimalist restraint.
We were commissioned to create and implement the brand identity for new British contemporary furniture design and manufacturing company, Established & Sons.
Working as a creative partner, we had to deliver a level of branding excellence that was completely in-synch with Established & Sons commitment to design. The business has taken a bold stance, and so we had to respond accordingly with a distinct, energetic visual approach that looked to the past for reference without being shackled to it.
Moving away from the minimalist, polite and clichéd image of their competitors, we re-invented the visual perception of a contemporary furniture brand by juxtaposing the two opposing values inherent in the name itself — tradition and modernity. We used typographic collision, and played it out across all aspects of the brand. The brand’s vocabulary reflects both the solid values of traditional British manufacturing and that of cutting-edge contemporary design.
The approach has been implemented across all applications of the brand including literature, product branding, packaging and exhibition design. The brand has now assumed greater prominence than the individual designers it has commissioned.
A strong typographical approach has been implemented across all applications of the brand including literature, product branding, packaging and exhibition design. The success of the identity is the creation of a dominant brand personality that has accelerated further than the individual names of the prestigious designers it employs.