Hedge House
Full branding for a furniture company
Hedge House makes hardwood furniture with a focus on simple lines, understated silhouettes and details driven by purpose. Each piece is unique, custom-made and built to order in the great Midwest. In branding Hedge House, we took the same minimal approach to their identity and highlighted the company’s fresh take on a mid-century modern aesthetic.
- Brand Strategy
- Logo Design
- Visual Identity
- Print Design
- Copywriting
- Website Design
Brand Vision
We spent a full day in the countryside of Indiana getting to know Philip and Katie, touring their home and office, and meeting the Amish men in their respective workshops who make every piece of furniture by hand. There was a peacefulness about it all—the simple silhouettes, uncomplicated details, laid back people—even the soft finish applied to their furniture was soothing. We wanted their visual identity to embody these same characteristics and provide a beautiful, but uninterrupted experience with their products. Soft grays and recycled white make up their color palette alongside natural wood tones. Blind emboss treatments and letterpressing were used for added dimension and quality.
Logo Concept
We used the exact silhouette from one of their tables, duplicating it and stacking them on top of one another to form an H for the icon. It’s used on its own, inside a circle and as a stamp with the company name running around it. The mark is meaningful, simple and memorable which is a perfect reflection of Hedge House’s values.
“Knoed exceeded our expectations every step of the way. I’m an absolute perfectionist and was very happy with how they were able to know what I was looking for and produce a final product that was better than I could’ve imagined.”
— Philip Mast, Founder, Hedge House
Credits
Philip Mast, Product Photography
Recognition
Society Of Typographic Arts Chicago Archive14
Logo Published In “Monogram Logo” - Counter-Print
Website Featured On The Best Designs