Frame Furniture Co.

The Scope

Looking at Pete's existing logo, I saw an opportunity to refresh the visual identity whilst preserving the equity he'd already built through signage and apparel. Pete trusted the creative direction completely. He didn't come with a detailed vision for what the brand should look like, but he knew what mattered: quality craftsmanship, sustainable practices, and work that spoke for itself without unnecessary flash.

Rather than just tweaking a logo, we approached this as a complete brand expansion. The goal was to create a consistent yet flexible kit that would work across different mediums. We developed a responsive logo system with horizontal and vertical variations, a standalone icon for social media and favicon use, fine line vector illustrations of Pete's furniture pieces, a refined colour palette, comprehensive brand guidelines, defined tone of voice, and clear brand values.

To give Pete the tools to manage his social media presence independently, we created a suite of Canva templates covering everything from simple image highlights to numbered carousels guiding clients through the ordering process, before and after transformations, and custom design showcases. Each template allows Pete to update content himself whilst maintaining brand consistency across all touchpoints.

The Concept

The brand needed to reflect Pete's approach: humble, honest, and quietly confident. Nothing showy, just good quality work that lets the furniture speak for itself.

The primary wordmark evolved from Pete's original logo, using an alternative typeface with similar letterform characteristics. One key refinement was simplifying the 't', removing the upward curl for a cleaner, more contemporary feel. Because the changes were considered rather than dramatic, Pete's existing branded assets wouldn't need immediate replacement.

The icon is built from four shapes derived directly from the primary wordmark, creating a cohesive visual language. To bring Pete's work to life across digital platforms, we created fine line vector illustrations of his furniture pieces: wingback chairs, swivel tub chairs, round ottomans and stools. These illustrations mirror the precision and craftsmanship Pete brings to every project.

The colour palette was inspired by Frame Furniture Co.'s sustainable ethos, with each colour drawn from nature. Green Ficus, a vibrant earthy green, emphasises Pete's commitment to sustainable practices and conscious consumption. Cream Hostas, a vintage-inspired neutral, serves as a versatile backdrop for brand elements and allows clients' custom projects to shine. Black Forest, a deep, almost-black green, complements and contrasts with the palette, providing depth and sophistication.

For typography, we paired TASA Orbiter for headings with Zalando Sans for body copy. The combination feels contemporary yet approachable, matching Pete's quietly confident tone.

Brand Values

Practicality – Every piece is fit for purpose. Whether it's a new furniture build or a restoration project, Pete considers every detail from fabric and stitching to placement and aesthetic. Each item is designed with intention and crafted with precision so it performs beautifully in everyday use.

Sustainability – Frame Furniture Co. breathes new life into well-loved furniture, transforming it into fresh, unique additions to any space. This approach reduces waste, supports conscious consumption and offers a sustainable option for people who care about the environment and quality craftsmanship.

Customisation – Beyond upholstery restoration, Pete creates custom furniture solutions tailored to each client's needs and style. From materials and finishes to shapes and features, the process is creative and collaborative for clients seeking pieces that suit their homes or businesses perfectly.

With the brand foundation established and social media templates designed for consistency, Pete now has a cohesive identity that will work as hard as he does. The website is next on the list, giving Frame Furniture Co. an even stronger digital presence to showcase sustainable, custom furniture to clients across the Waikato.