Furniture Row
Furniture Row AllAway Product Rebrand and Packaging Design
Reasserting trustworthiness with a dedicated customer-base.
Client
Furniture Row
Services
Logo Design, Art Direction, Package Design, Collateral Design
Credits
Art Direction & Principle Design: Adam Vicarel
Support: Sara Butteman
Design Rationale
The old logo was outdated: the typography was unconsidered, the drop shadows and gradients were dated, and the sharks inside the badge border were irrelevant and not scalable. Our updates repositioned AllAway as a trustworthy, refined brand. Individual product names became the priority of information, the hierarchy of packaging information was more heavily considered, and color was used more heavily to further the ease of product differentiation. AllAway products are earth friendly, biodegradable and/or water-based, and we worked to highlight that messaging prominently on the packaging.
Before
After
Before
After
Considerations
Our rebrand considered a number of factors:
The product purpose took precedence. The name was placed at the top of the label where it could be more easily read.
Color was more boldly and intentionally incorporated, aiding in product recognition.
Fabric textures were incorporated into the color, further establishing intended surface usage.
The logo placement shows a division of the surface it’s intended to clean and a pristine white space, representing the cleanliness achieved through using the product.
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