Room Therapy
Commissioned by Sona Reddy
September - December 2017
Scope of Work
Identity Design and Brand Visual Language
Brand Stationery Design, Brand Packaging Design
Overview
Room Therapy is a furniture and design store in Hyderabad, India. Sona Reddy, who runs the store and an interior design studio, brings together an eclectic mix of furniture and decor for living and office spaces. In September 2017, she approached me to re-brand the store as it moved away from decor to focus solely on furniture. Aiming to bridge the gap between mass market and luxurious furniture, her store would feature collections of eclectic, modern pieces. Sona wanted her identity to reflect her style - modern and contemporary, yet
The Logo
The Room Therapy logotype is set in Neutraface Slab, a beautiful geometric slab serif that is simple and contemporary, reflecting the nature of the brand. In a classic and timeless colour palette of charcoal and white, the logo is confident and strong, never overpowering the products or drawing attention away from the detailed, eclectic pieces.
The Brand Visual Language
Drawing inspiration from the products and styles that set the brand apart, we added a second layer to the visual language that epitomised the merging of simplicity and complexity, of functionality and ornamentation.
We worked with a set of three geometric patterns in squares to add to brand collateral. The inclusion of each geometric pattern was deliberate- patterns that are timeless, trend-agnostic and associated with the home- chevron and simple patterns composed of perfect squares.
The patterns added an element of play to the brand collateral, allowing for various permutations and combinations while in a distinct grid that added structure and order.
In-store signage
Posters designed for sales and other in-store promotions
A set of postcards designed for the store to be handed out in lieu of visiting cards
Patterned, branded tape printed for Room Therapy to seal the cardboard cartons that furniture is delivered in.
Cartons packed using branded tape
Building on the brand visual style
Along with the patterns, we added an element of illustration to the brand collateral. Each category of furniture was represented with a simple line drawing that was used on product price tags and address labels on packaging. The illustrations were both functional and added a layer of visual interest to our stark charcoal and white in-store stationery.
An invoice and envelope designed with added illustrations
Price tags designed with product illustrations
The combination of the logo, patterns and illustrations were worked into templates for social media posts so the visual style could be carried forward with ease. The patterns allow for flexibility and play while remaining simple and structured, making the brand now instantly recognisable.
