This is another story of a dream, buried deep in someone’s heart being brought to life. When Heidi came to us, she needed a brand built for the high end Antiques and Homegoods store that she had been dreaming of opening. The brand objective was to create a brand that mirrored the historic, hand-crafted and authentic attributes of the antiques and home goods sold at the store. Heidi’s goal was to provide her clients with items that every home should have. She wanted to convey the message that timelessness and longevity matters; that every piece has a story and connects the past with the future. She wanted to teach the younger generation the idea behind permanence and standing the test of time in comparison to today’s need for immediate gratification and leaving things behind.
The name STRAW was the last name of her great, great grandmother, so we pulled from the decades of family values and history to create this brand. Being an antiques store, she wanted her brand to align with how things were constructed in the past. We built her primary logo to be simple and direct, with some ties to old world England and Americana. The “S” Icon was built to tie in what people would relate the name “STRAW” with by adding a piece of straw as the lower curve of the “S”. The brand colors were chosen to give the feeling of timelessness and history; pulled from storefront colorways seen in Kensington and Hyde Park. We also produced various brand assets for STRAW. We hand painted her main storefront sign to mirror how English storefronts were done a hundred years ago. Her wrought iron exterior signs were crafted by a blacksmith and metal fabricator to show the authenticity of the brand and how she did things. We also designed and printed other various items for her like business cards, hang tags, signage, custom printed scarfs and handkerchiefs and window vinyls.
