SLUMBERLAND ~ BRANDING
Slumberland Furniture, a major Midwest furniture retailer, was in search of an updated brand identity. They had become known as the “puffy furniture people.” They were looking for a modern, updated look. I was hired as a freelance Creative Director to help reshape the brand. I was tasked with updating the logo, typography standards, and color palette, along with revamping image and layout styles.
The first step was refining the logo. A consultant had been hired before I was brought on board and there was an initial direction set for the logo. However, it needed refinement. I took the baseline that had been developed and chose a font that was modern yet was not too far removed from the traditional look of the brand. We decided to open the logo up for a light, fresh feel that harkens to direction the brand is moving; away from bulky, dated furniture to furniture that is functional yet elegant.
The next step was the color palette and fonts. Slumberland had long used a burgundy for their secondary color. (This is also the secondary color choice from some of their competitors.) The challenge was finding colors that could still work with hints of this legacy color but would feel modern and fresh. The colors also needed to complement the lighter feel of the logo.
Lastly, imagery and layout. A component of the brand immediately felt was missing was lifestyle. We needed to show happy humans enjoying their furniture and bringing happy home.
The culmination of the revised brand came together in what Slumberland is calling the “Store of the Future”. The first one opened in Iowa in 2021. It served as blueprint moving forward.
