DOVETAILING A CUSTOM FURNITURE LINE INTO A RETAIL OFFERING

Zach’s exquisite cabinetry and furniture design helped him build an esteemed reputation with interior designers across the West. His goal with establishing a new furniture venture was to take his most popular pieces of contemporary furniture, complete with his signature hand-worked rustic finishes, to market in the retail world.

Naming

Naming focused around understanding Zach’s vision, goals and current landscape of the marketplace. With a play on the word “plumb,” (exactness, quality and preciseness) “Plum” reinforced the creative, high quality and hand-crafted element of this business.

branding and design

We continued to reinforce the design and quality of Plum’s handcrafted furniture through the logo, printed materials and shop sign. The logo and signage reflected sturdy design, natural materials and contemporary aspects of the furniture. Plum’s catalog, used as a marketing piece for retail spaces and interior designers, was created to be efficient and flexible with a unique binding and size. This would allow for expansion or downsizing of the product line without having to reprint the entire catalog.