BRANDING

RANDA'S ATTIC

Randa's Attic is a mother-daughter owned business that sources unwanted furniture pieces - with a particular focus on midcentury modern - and restores them while adding a touch of modern, artistic flair to each piece. These additions are sometimes small but always offer a special personal touch whether it's through adding modern hardware, surprise color or pattern inside drawers, a more updated paint color or other artistic detail that could bring an older piece into today's market.

Style Direction

Three style boards were presented that included unique concepts for the visual identity direction based on discussions with the client about their business, ideal customers and overall goals. These include color, tone, type, texture and furnishings through the careful curation of found imagery to evoke an overall mood. The selected direction will acted as the starting point for building the visual identity and ensured that everyone was on the same page before moving on to the next step and launching into design.

The chosen direction, Touch of Gold, was geared towards an overall style of natural, sustainable, warm and texture. The color palette was created from soft, neutral tones with a foundation of charcoal and cream, not true black or true white. Special touches of gold foil could be introduced in special moments through print products.

Style Board: TOUCH OF GOLD

Other style directions that were explored included "Black Tie," a black and white palette with bold type with a chunky weight and distinct graphics while another direction, "Modern Pop," sought to infuse surprise pops of color within a classic black and white foundation and thin type.

Style Board Option: Black Tie

Style Board Option: MODERN POP

Visual Identity

The overall direction of the visual identity is warm, natural, textural and sustainable for a timeless style that will remain strong year after year. The sans serif typeface makes up the foundation of the logo concepts, inspired by classic yet modern type seen throughout furniture and decor shops that their ideal client visits and feels familiar. It has been sculpted for a custom, signature-inspired identity that, like their furnishings, is one-of-a-kind.

Collateral Design

The identity was designed to be simple and highly flexible to work with varying layouts and the ability to take the shape of either horizontal or vertical. For further variety, both the wordmark and the symbol can exist on their own as bold graphic elements. Backgrounds and type can be mixed and matched from the brand color palette to create a variety of color combinations that feels like fashionable color blocking and adds to the bold, graphic nature of the identity that speaks to the midcentury era while feeling fresh and current.

SERVICES

Brand Strategy

Identity Development

Collateral Design

Brand Photography

DATE OF COMPLETION

2022

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