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.

Brandmark
Exhibition Catalogue
Bold typographic expression consciously colliding serif (old/established) and sans serif (new/sons)
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
It is the collision of two worlds, of old and new, of traditional and modern, that we play with throughout the identity.
Traditional techniques like Quarter Binding offset against a very contemporary photographical style (and product) within the catalogue itself.
Juxtaposition of the ephemeral greyboard — to infer the factory floor and modern — against gold gilt edging — reflecting the tradition, heritage and precision of British manufacturing.
Our ambition for the website was to deliver the same kind of visual experience that you would expect from a piece of print - bold, impactful and beautifully crafted. To achieve this, we layered the bold typographic language behind the product images themselves. This also allowed us to create and control the pace and rhythm of the site. All content for the website was then placed on one continuous, scrollable page which forced the user to view other products and content.
Liberty, Concession.

Copper panels produced for the Liberty concession store in London (taking a traditional material such as copper and making it into a very modern, geometric form).
The ‘Estd by Established & Sons’ range is an entry level collection of everyday homeware objects. The graphic language for this ‘younger’ entry level sub-brand afforded us the chance to be more relaxed and less precious with the branding.