Homefuse project

Friend is a high-end home furnishings store in San Francisco, for whom we fashioned both its brand strategy and physical environment. We covered the store's floors and walls with reclaimed oak planks, fanned them out in manner that connected the floor to the wall and defined the sales area. Inspired by a weathered fishing dock nearby, the interior design defined the mood: local, approachable, and above all, friendly. Another part of the store was designated as a public-spirited exhibit area, showcasing murals by different artists, who changed every quarter. For Friend's logo and branding elements, we chose a casual typeface and, for the store's shopping bags and collateral marketing, recycled paper, in order to reinforce the mood at every point of customer contact. Our in-store environment and overall brand strategy enabled the store to overcome its often-austere product mix - contemporary furniture and avant-garde design objects - and fully live up to its name. <<