Crafted for connection.
Client
Harrows
scope
Strategy
Identity
sector
Retail
overview
Harrows are a family-owned, regional business that designs and makes beautiful, tailored, commercial hospitality furniture – put simply, "crafted for connection" is their purpose. We created a new brand strategy and identity that celebrated and communicated this core positioning. The result is a more sophisticated and consistent brand system that creates the foundation for their ambitions to be the champions of social spaces.
The new Harrows brand reflects a commitment to fostering connections within social spaces – encapsulated by their new tagline, 'Crafted for connection.' The brand icon conveys what they’re all about — craftsmanship and connection. The subtle reshaping of the capital H creates a dovetail joint. The dovetail is a method of connection used in woodworking that pre-dates written history. Speaking to the tagline “Crafted for connection”, the negative space within the H can also represent two chairs pulled up together, symbolising the face-to-face interactions Harrows is proud to facilitate. The wordmark is based on the typeface Gerstner Programm, a classic sans serif created following Suiss “neutral” design rules. The new Harrows brand now possesses a distinct and memorable identity that effortlessly connects with both current and prospective customers.
