SBFI Group
Strategy
Brand identity
Art direction
Photography
Building a high quality growth and future focused brand identity, for an international furniture manufacturer.
I designed a brand strategy and visual identity system for world leading furniture manufacturer and designer SBFI Group. The new identity explores the companies design and manufacturing process and tells a story of continuous innovation. The aim was to modernise the perception of SBFI Group with a fresh visual language which could be used to clarify its route into different markets and position it along side its competitors as a contemporary brand.
Bringing SBFI into the future with a targeted brand strategy.
When I looked at the new visual identity, I wanted to build on SBFI's heritage and design process and use this as a starting point for the rebrand. I worked to incorporate these aspects of SBFI's personality into the branding, allowing for a story to form organically.
My inspiration for the rebrand came from the companies design process where they would utilise a set of standard parts in various configurations to achieve custom designs. I wanted to describe this in an abstract and visual way, so came up with a set of shapes that would form the new visual language of the brand and translate well into a logo as well as textures etc. By designing a system like this, SBFI would also be able to use this language for future product/ brand launches.
A family of brands.
When telling the story of the brand, I wanted to capture the design process within the logo and logo system. The modular standardised shapes represent SBFI's standard product parts which can be assembled into endless combinations. Allowing them to create customised products made to order for their clients. This is something that allowed them to stand out and I wanted to accentuate this. The logo type is a custom created Bauhaus inspired font which reflects the company's design background and heritage.
