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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