Project: Develop a new name, logo and visual identity

Client: UpperWoods Furniture

Type: Branding and Identity  

UpperWoods (previously Royal Oak) required an identity that would engage a wider audience while reflecting the company’s high-end tradition. We undertook a comprehensive naming exercise to re-name them UpperWoods. The word “Upper” connects the company to its Canadian roots and product lines through the association with Upper Canada, while the plural "Woods" conveys the array of woods the store carries.
The visual identity was designed to feel contemporary while keeping a timeless quality. We created a logotype set in a classic serif typeface. Meanwhile, the colour palate was chosen to express warmth and luxury, characteristics of many of the company’s products.