Randa's Attic, a family-owned mother-daughter venture, specializes in acquiring and revitalizing furniture - with a particular focus on midcentury modern pieces. They breathe new life into each piece by carefully restoring it and incorporating contemporary, artistic elements. Their signature approach includes subtle enhancements, such as modern hardware, unexpected colors or patterns inside drawers, and updated paint schemes. These artistic details transform vintage furniture pieces into timeless treasures that seamlessly fit into today’s market.
Three distinct style boards were presented, each reflecting the client's business, target audience, and objectives through curated imagery and visual elements like color, tone, type, and texture. These concepts served as a foundation for the visual identity, ensuring consensus before proceeding with the design.
The chosen "Touch of Gold" direction emphasized a natural, sustainable, and warm style with a soft, neutral color palette based on charcoal and cream, accented by gold foil on print products. Alternative styles explored were "Black Tie," featuring a bold black and white palette with heavy type and striking graphics, and "Modern Pop," which combined classic black and white with a bright pop of color and slender typography.
Style Board: TOUCH OF GOLD
Style Board Option: MODERN POP
Style Board Option: Black Tie
Visual Identity Design
The visual identity embraces a warm, natural, textured, and sustainable aesthetic, ensuring a timeless appeal that will remain strong year after year. The foundation of the logo concept lies in the sans-serif typeface, reflecting the classic yet contemporary typography style found in furniture and décor sops frequented by the target clientele. Customized and inspired by a signature that would be left by the creator, the distinctive identity captures the one-of-a-kind essence of their furnishings.
The identity system is both simple and adaptable, allowing for seamless integration into horizontal or vertical layouts. The wordmark and symbol can independently serve as graphic elements, while backgrounds and typography can be interchanged using the brand’s color palette. This versatility enables fashionable color blocking and reinforces the identity’s bold, graphic character. Drawing inspiration from the midcentury era, the identity maintains a fresh and contemporary feel throughout cards, hang tags, and stationary.
DATE OF COMPLETION