The London office of branding agency Garden is excited to announce the launch of the new brand Summerhill+co – a London based company offering a carefully curated collection of luxury furniture brands.
John Summerhill of the European Design Centre decided that after 35 years in the luxury furniture business building a brand by product addition, that it made sense to build a brand with a full product portfolio. In order to do this he turned to London based branding company Garden.
After studying the market and working out the barriers for a new brand in this space, we built a clear strategy that tackled the hurdles such as defining & identifying the right name, proposition and positioning and then creating a conceptual brand that targets the quality end of the market, aimed at designers, architects and design specifiers of the very best quality furniture available on the market. As a company that sells multiple brands and product types, we needed to create a brand that could deal with this as an issue.
Our visual approach to the brand was to create something that has an organic feel, that always adapts to suit the situation it is in, and builds a perfect visual system that always feels part of the Summerhill+co brand, while working nicely with every scenario, complementing some very well respected brands but allowing them to retain their own personality and identity.
So from clear brand strategy, new name, adaptive brand system through to tone of voice and attitude, and on to SEO strategy, application across literature, packaging, environment, website and digital, Garden has taken a well established but functional player and re-aligned them to reflect a more personality-driven, bespoke and trend-consultative offering.