Mini Brand Launcher
On The Job
Visual Brand Identity
Chels
Timbertone is a luxury woodworking brand focused on creating high-end, custom-crafted pieces that celebrate the beauty of natural wood. As a new player in the woodworking market, Timbertone faced the challenge of establishing a distinct, sophisticated identity that would set them apart from the typical rustic aesthetics often found in the industry. With a strong desire to appeal to a refined clientele of executives and affluent individuals, Timbertone sought a brand that would reflect their artisanal craftsmanship, modern luxury, and commitment to quality.
For this project, we aimed to develop a brand identity and website that reflects the brand’s artisanal expertise while maintaining a modern, sophisticated aesthetic. From the logo design to the typography and photography style, every element was carefully crafted to tell the story of Timbertone’s commitment to timeless quality and bespoke artistry.
The Problem
Creating a unique luxury identity in a competitive and saturated market.
Timbertone, as a new luxury woodworking brand, faced the challenge of carving out a unique identity in a crowded market. With no existing brand to build on, they needed a visual identity that would clearly communicate their high-end craftsmanship and set them apart from the typical rustic or industrial look that dominates the woodworking industry. The goal was to move away from clichéd designs and instead create something modern, sophisticated, and refined—something that would appeal to a high-net-worth clientele. The challenge was defining this new identity from scratch while maintaining the artisanal, handcrafted qualities Timbertone stands for.
The Goal
Crafting a luxury brand identity that resonates with timbertone and its ideal clientele.
Timbertone’s primary goal was to establish a luxury brand identity that would elevate the perception of their craftsmanship and distinguish them from competitors in the woodworking industry. They sought to create a sophisticated and modern visual identity that would appeal to a refined, affluent audience. The brand needed to communicate exclusivity, quality, and artistry while remaining distinct from the more clichéd rustic designs commonly associated with woodworking. We strived to create a cohesive and luxurious brand image that conveyed Timbertone’s premium products and unique approach to craftsmanship.
"it looks great! you did an awesome job! thanks for your hard work on this!"
Wes | Timbertone Owner
The Approach
Collaborating with the client and conducting in-depth research to align vision with audience needs.
The approach to Timbertone’s brand identity began with a deep collaboration with the owner to understand his personal style, vision, and values for the brand. We also engaged in strategic discussions to give us insights on how to position the visual identity in a way that would resonate with Timbertone’s target audience. To define the brand’s visual identity, we conducted research into the ideal audience to better understand their preferences and what designs would connect with them. By blending the owner’s vision with audience insights, we were able to create a refined, luxury brand identity that felt both personal and strategically aligned with Timbertone’s target market.
The Solution
Crafting a custom logo suite and visual identity to reflect luxury and craftsmanship
To address Timbertone’s challenge, we developed a custom logo suite that would communicate both the brand’s artisanal craftsmanship and its luxury positioning. The logo, paired with a sophisticated color palette, modern typography, and high-end photography, was designed to reflect the premium nature of TimberTone’s offerings. Each design element was carefully chosen to speak to the brand’s values of quality, exclusivity, and attention to detail. The solution ensured that the brand would not only stand out in a crowded market but also resonate deeply with Timbertone’s target audience of executives and affluent individuals.
The Execution
Ensuring brand consistency across all platforms and applications
The brand identity was implemented across multiple platforms, including Timbertone’s website, social media, and product designs. Each element of the visual identity was adapted to ensure it was versatile and scalable, maintaining consistency and coherence.
The logo suite was designed with thoughtfulness and precision. The imperfect spiral, inspired by wood grain, became a central symbol, reflecting TimberTone’s artisanal approach and commitment to handcrafted products. This spiral and its subtle fingerprint-like shape further emphasized the uniqueness of each piece. The color palette of rich gold and navy communicated luxury, warmth, and sophistication, aligning perfectly with the brand's premium image.
We also created brand guidelines that detailed how each element of the brand identity should be used to ensure consistency across all platforms and applications. These guidelines provide clear instructions on logo usage, color applications, typography, and photography style, making sure Timbertone’s visual presence remained cohesive across all digital and physical touchpoints.
The Impact
Successfully establishing TimberTone as a luxury brand with a distinct identity
The new brand identity was instrumental in positioning Timbertone as a luxury woodworking brand. By combining modern design elements with timeless craftsmanship, the brand now stands out in a crowded market, attracting the attention of high-net-worth individuals and executives. The cohesive visual identity, from the custom logo to the refined color palette and photography style, resonates with Timbertone’s target audience.
Feedback from the client was overwhelmingly positive, with Timbertone feeling confident that their brand now accurately reflects the quality and exclusivity of their products. The new identity has successfully communicated Timbertone’s premium position in the market, elevating the brand’s visibility and appeal. Their website and brand guidelines also provided a solid foundation for consistent brand application moving forward.
