Brand to Storefront
Building a complete brand identity and e-commerce presence for a New Zealand furniture retailer, from logo to physical store, Shopify to social.
Real client project, three stores, Auckland and Northland
Home Furniture sells beds, sofas, dining sets, and bedroom suites across three physical stores in Takanini, Raumanga, and Waipapa. It had no logo, no website, and no social presence when this project started.
year
2025
timeframe
8 weeks
role
Digital designer
skills
Brand identity, E-commerce UX, Visual systems
Challenge: A Brand With Three Stores and No Front Door
Most furniture decisions now start with a Google search or an Instagram scroll, not a walk past a shopfront. Home Furniture was invisible at exactly the point where most customers were already looking.
Approach: One Identity, Every Channel
The brief was not "build a website." It was build everything, starting with what the brand looks like and working outward, logo, colour system, business cards, signage, banners, social, and a fully functional Shopify store.
Identity: Two Words, One Hierarchy
The logo uses a two weight typographic system, bold and reduced, to separate the emotional word from the functional one. "Home" leads, "Furniture" follows, built to hold up from a 32px favicon to a full height storefront sign. The palette stays deliberately minimal to match it, three colours, no gradients, no secondary accent. Red carries all the energy, near black and near white exist purely to let it land, so the mark reads the same whether it is on a website, a business card, or a shopfront window.
#B3171A
Home Red, primary colour, logo, CTAs, sale tags
#020202
Charcoal Black, body text, dark backgrounds
#FDFDFD
Off White, page backgrounds, reversed text
Storefront: Product First, Discount Legible
The website covers the full shopping experience, beds and mattresses, bedroom furniture, sofas and recliners, living room, and dining, with sale collections that update regularly.
Product first layouts
Clean, uncluttered, photography carries the weight
Legible sale pricing
Discounts visible without feeling discount only
Store locations surfaced
Directions to all three stores, clearly placed
Flexible checkout
Afterpay, Shop Pay, Apple Pay, Google Pay, cards
Mobile: The Same Storefront, In Your Pocket
Most shoppers browse furniture from their phone before they ever visit a store, so the site had to work just as well one handed as it does on a desktop screen.
Impact: A Brand Built From Zero in 12 Weeks
18%
Increase in add to cart conversion, achieved by restructuring product page content and simplifying the path to purchase.
Home Furniture launched with a complete identity and a fully operational Shopify store across three physical locations, one consistent visual system running from storefront signage to product pages to social media.
