Creating a genuine sustainable brand

Design disciplines
Branding & UX

Client
Fair Furniture

Location
Tilburg, Netherlands

Team
Creative Director: James Eccleston
Designer: Inna Rischikovets
Copywriter: Samuel Hudspith

The Challenge
Fair Furniture designs and manufactures furniture with respect for people, the environment and resources. Their main challenge was to create a brand that stood out from the minimal Ikea clones and communicated their main values of honesty, playfulness, fairness and quality. It had to balance high quality aesthetics while still transmitting a feeling of nature. It was also important to communicate the genuine sustainability of the company and avoid green washing.

The Solution
After an online brand discovery workshop we discovered that their essence was all about the human connections that were created within the company and with their customers. This direction informed the concept of the logo based on two figures embracing each other. This visually communicated a sustainable brand that looks after its people.

One of the main areas of sustainability Fair Furniture wanted to communicate was how they pay their team a real living wage and respect their working methods. This was the inspiration behind the logo made up of two hugging Fs. This also reminds us of the binding of many of their wicker products. The hugging Fs created a unique but simple logo that is flexible enough to be used at small and large sizes.