Crafted for connection.
Client
Harrows
scope
Strategy
Identity
All Projects
sector
Retail
Harrows are a family-owned, regional business that designs and makes beautiful, tailored, commercial hospitality furniture – put simply, "crafted for connection" is their purpose. We created a new brand strategy and identity that celebrated and communicated this core positioning. The result is a more sophisticated and consistent brand system that creates the foundation for their ambitions to be the champions of social spaces.
The new Harrows brand reflects a commitment to fostering connections within social spaces – encapsulated by their new tagline, 'Crafted for connection.' The brand icon conveys what they’re all about — craftsmanship and connection. The subtle reshaping of the capital H creates a dovetail joint. The dovetail is a method of connection used in woodworking that pre-dates written history. Speaking to the tagline “Crafted for connection”, the negative space within the H can also represent two chairs pulled up together, symbolising the face-to-face interactions Harrows is proud to facilitate. The wordmark is based on the typeface Gerstner Programm, a classic sans serif created following Suiss “neutral” design rules. The new Harrows brand now possesses a distinct and memorable identity that effortlessly connects with both current and prospective customers.
"We had grown and evolved as a brand and were about to start a project to refresh our messaging both internally and externally to reflect our current brand position more accurately. As we got underway with this, we realised that our existing visual material wasn’t accurately reflecting our current market position either. In hindsight I think our products and offering had moved on and left our existing branding behind. Internally the new brand has elevated the brand perception for our team, with stronger continuity across the team and a real sense of pride and excitement. It has helped us understand and own our place in the design community, rather than just furniture manufacturers. We have had a positive response from everyone in the market and clients have expressed their desire to get their hands on our merch – T shirts, pins, hats etc. We feel it has further elevated the perception of our products as a NZ made brand and it has given us the confidence to broaden the markets we target."
Mark Suckling, Creative Director, Harrows
Credits
ElizaRegular by Camelot Typefaces
Gerstner Programm FSL Regular by Forgotten Shapes
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