Brand Identity

The Karlsson Family transformed their family’s lumber business into a modern up-cycle hub, selling beautifully crafted and reclaimed furniture in the Mid-century Scandinavian design style as well as raw and salvaged materials. They wanted a timeless brand identity that is well-fashioned, sophisticated and demonstrates they are a family-run business with decades of experience.​

The logo and visual identity represent the idea of construction, breaking things down to simple forms and putting them back together, reflecting their new business model and commitment to sustainability. The colour palette is organic and sophisticated. The name reflects their Swedish roots, and means rare or raw, perfectly highlighting the qualities of their crafted pieces.

Shillington brief.

© 2020 by Smoo Studio