Description:

Harrows, a family-owned regional business, specialises in designing and crafting bespoke commercial furniture. Their products are favoured by interior designers and architects for a variety of commercial interior projects throughout Aotearoa. Over the past decade, Harrows has transitioned from a hospitality focus to offering versatile social furniture systems suitable for all commercial sectors. As their product range and influence have grown, they recognised the need to update their brand strategy to better align with their market position and their goal of becoming the "champions of social spaces."

The new design system establishes a suite of distinctive and meaningful new brand assets that will help build meaning and familiarity in the market. The first of these distinctive assets is the new brand icon, which conveys what they’re all about — craftsmanship and connection. The subtle reshaping of the capital H creates a dovetail joint. The dovetail is a method of connection used in woodworking that predates written history. The wordmark is a classic sans serif created following Suiss “neutral” design rules and has a crafted but enduring feel. The other key assets for the brand were the new mustard yellow brand colour which was chosen for its warmth and ability to sit well alongside natural finishes, and the use of key messaging and photography which reinforces the brand's people, attention to detail and deep industry knowledge.

The new brand helped Harrow's own their place in the design community, moving beyond being seen as just furniture manufacturers, but as champions of social spaces. The refreshed brand has made Harrows products more desirable and noticeable, further elevating their market position and giving the design-led business a more defensible platform to grow into markets abroad.