Identity Design &
Concept
For this project, my aim was to establish a distinctive brand identity for a handmade furniture company that embodies craftsmanship, quality, and timeless design. After deciding on these brand values I designed the visual brand elements and established brand guidelines to ensure consistency across all touch points. Out of this came Timber & Tide, a name and design that resembles the products themselves. It embodies the brand's core values by evoking the essence of both traditional craftsmanship and modern design. Timber symbolizes the quality and meticulous hand-craftsmanship inherent in each piece of furniture, while Tide represents the brand's commitment to creating designs that are both timeless and contemporary, like the ebb and flow of the ocean's tides.
Problem
I was tasked with shaping the brand management strategy for a home furnishing startup, the challenge takes on a nuanced perspective. It involves looking into the company's competitive landscape, consumer base, and then creating its identity. This exploration serves as the basis for positioning the brand within the market and establishing a visual communication channel that resonates with its intended audience. The challenge is to create a brand narrative that stands out in a competitive market while also aligning with the desires of potential customers.
Solution
While thinking about how I was going to convey the brand’s modern aesthetic and high quality I kept the market positioning in mind. Envisioning Timber & Tide as a high end store with the likes of Restoration Hardware or Crate & Barrel I kept the design simple. The final identity is an abstract logo with the elements of woodgrain and waves incorporated. This design references the brand's artisanal roots while also encapsulating their commitment to timeless elegance and enduring quality.
