CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

DESIGN CREDITS

Creative Director

Rob Duncan

Designers

Pam Hsu, Siming Wong


TAGS

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LINKS

Mucho
Chairish

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CLIENT

An online store that has cre­at­ed a fun and easy way for design lovers to buy and sell pre­vi­ous­ly owned fur­ni­ture and decor to one anoth­er.


BRIEF

The name and atti­tude of the com­pa­ny is fun and they required an iden­ti­ty that would appeal to all audi­ences. We were asked to cre­ate a logo and iden­ti­ty sys­tem that can be used online, on print­ed col­lat­er­al, and is flex­i­ble enough to be used as a graph­ic sys­tem through­out their office inte­ri­or.


APPROACH

We reflect­ed the twist and word­play of the name by cre­at­ing a logo that takes an Eames lounge chair and swaps the back out for a heart. The client required a graph­ic lan­guage that sug­gest­ed these items were pre-owned so couldn’t be too pol­ished or pris­tine. In order to achieve this we devel­oped a col­lec­tion of hand draw­ings of the fur­ni­ture. These draw­ings are used through­out the sta­tionery sys­tem and are blown up large to dec­o­rate the walls of their office.

When we set out on our hunt for a branding partner, we talked to four leading agencies and selected Mucho specifically because we found their work consistently to be optimistic, simple, chic, and inspired. Mucho’s work on our logo and accompanying creative elements are spot on with our brand credo and we are incredibly happy with their work. Our logo does a great job communicating the spirit and intention of our brand—to easily connect design lovers in a trustworthy community to buy and sell beautiful decor. — Anna Brockway, Co-Founder and Vice President at Chairish

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