Artihood Branding
Help a furniture DTC start-up to launch its initial brand from market research and strategy to visual design.
Role:
This is a freelance project that runs for over two months. I was responsible for the whole project from client pitch and project management, to research, strategy and design. Besides, I also sourced the other marketing and copywriting specialists and gave direction to the team. For the visual design part, I worked exclusively on my own from concept ideation, client presentation, and revision, to the completion.
Objective:
As an experienced furniture manufacturer, the owner wants to create its design and build a brand instead of keeping producing for other big brands. With a strong factory background, he believes this brand can make the most customized products and help people’s homes look more interesting and unique.
1.0 Discovery
The first phase of the project is discovery, including industry research, competitor research, company research, and user behaviour research.
During this phase, we run a couple of workshops with the client to gather more information about the company, created a questionnaire, and used a SWOT analysis. For user research, we create a user survey and run it on Google Survey, at the end made three user personas.
The competitor research is around affordable modular storage brands as that will be the first product of Artihood. Focusing on the eight most popular modular storage brands, I studied their brand value, massaging, look and feel, and summarized their features. In addition, I also did case studies on the success of DTC brands, to learn their brand stories and marketing strategy.
2.0 Brand Strategy
Brand Story
There is no one in the world quite like you. You have style. You have taste. You know what you’re looking for. And you want all aspects of your life to reflect who you are, including your home.
At Artihood, we want the same as you do. That’s why we’ve listened to you and learned from your daily life and honestly, we’d love to help you so that as you move through life and your needs change and grow, we’re right there with you.
Because at Artihood, that’s what we do – we help people bring order into their lives and create joyfulness with a range of houseware products that turn clutter into calm; chaos into peace, love and kindness, because feeling good on the inside is the best way to be you on the outside.
Mission
Our mission is to create simple, innovative, yet affordable houseware to sparkle people’s daily life.
Who We Are
We are a customer-centric lifestyle brand that aims to inspire young souls to express themselves through daily houseware.
Vision
Our vision is to connect needs to products, products to people, people to home.
Brand Value
Customer-centric
Artihood is inspired by observing the details of people’s lives. Each of our products is designed to make those lives easier.
Personalized to be the most functional
Artihood provides the most adaptable and flexible solutions to daily houseware challenges.
Free to explore all the possibilities
With a unique team of creative designers and 20+ years of professional manufacturing experience, our team at Artihood is excited to explore all possibilities and happy
to make what you need.
Sweet, playful, and grateful
All work and no play is not the Artihood way. We want to make life better - why not add some fun?
Personality
Insightful & Empathetic
Simple & Innovative
Curious & Playful
Design-driven & Sustainable
The logo is a simple wordmark of the brand name - the first letter “A” is used as the brandmark. The whole wordmark is modern and clean with small details on each letter.
In the brandmark, the letter “A” is abstracted into a dot and a folded line. The dot can be interpreted as a nailhead, a laser focus on user needs, or a drop of emotion. The folded line can be interpreted as thin iron or wood pieces used in our products, or the initial scribbling of ideas. Together, they showcase the fundamental principle of Artihood - customer-centric and curious to explore.
Brand Guidelines Quick Scan
