Folks / Branding + Creative Direction
--Visual Identity
--Campaigning
Overview
The Folks project involved creating a brand that could communicate a sense of fun and functionality in equal measure. The brand’s objective was to position itself as a go-to for modern, easy-to-assemble furniture, aimed at young professionals, new homeowners, and anyone looking to furnish their space without the hassle. Our scope included developing the visual identity, product packaging, signage, marketing materials, and digital assets. The brand needed to feel approachable, affordable, and memorable, reflecting the simplicity of the products while bringing an element of fun to everyday furniture.
Project Thinking
For Folks, our creative thinking revolved around the idea of accessibility and playfulness in design. We aimed to distance the brand from the more sterile and impersonal aesthetics often found in the furniture market, focusing instead on warmth and personality. The concept was to create a brand that speaks directly to the customer, making furniture shopping feel enjoyable rather than overwhelming. This led to the use of bold, flat colors, pixel-inspired characters, and friendly typography, creating a visual language that is both quirky and inviting. The key was to make the brand feel approachable without compromising on the perception of quality.
Aproach
Our approach to Folks was driven by the need to strike the perfect balance between function and fun. The logo, featuring a playful pixel character, became the face of the brand, representing both the simplicity and accessibility of Folks’ products. The color palette, consisting of bright, vibrant hues like green, red, and yellow, was chosen to evoke a sense of joy and creativity, aligning with the idea of furnishing your home being an exciting, straightforward process.
