Jesmah Furniture

Overview

Jesmah Furniture is a subsidiary of Jesmah Group that makes furniture, with roots going back to 1994. I designed its brand identity: the logo, palette, type, a brand pattern and a set of applications from product tags to shipping boxes.

The challenge

The brand stands for quality, durability and functional design, and the identity had to say that before anyone reads a word. It also had to work at very different sizes, from a fabric tag on a seat back to the side of a box.

Approach

1. I built the mark from the J. Its stem rises like a chair back, and a curve set from two circles turns the base into a seat on two short feet. Beside the wordmark it reads as a letter. On its own it reads as furniture.
2. The palette comes from the materials: olive green leads, with sage, warm cream, near black and a deep rust. I tested the icon and wordmark on every one of them. Type is set in Sora, a clean geometric sans that sits well next to the heavy wordmark.
3. The icon repeats into a tight brand pattern, and the lockup pairs the icon and wordmark with the tagline "Crafted for Living. Built to Last."
4. I carried the system onto fabric tags, swatch labels, a spec sheet, a catalog spread, package tape, shipping boxes and woven product tags. Imagery pages set the tone: walnut frames and textured upholstery on dark studio backgrounds, and warm, sunlit rooms in olive and rust.