Market Analysis

I wanted to define where the duo sit in the broader scheme of 'furniture markets'. I have researched a few companies with a similar quality of furniture, but produced across different scales to understand how they communicate to their audiences.

Baker Furniture

The logo communicates style, the art deco theme of many of their products. Although its not my personal taste it is an effective piece of communication. I need to make sure the logo I create communicates the brand and the principles of the company.

The brand is larger than Inoda + Sveje, how to communicate a smaller brand with a smaller more niche audience will be key in the success of the brand identity I aim to create.

"Baker Furniture, part of the Kohler Interiors Group, may well be U.S's most prestigious furniture maker. Granted, their exotic, Art Deco-inspired ware is largely a matter of personal taste and preference. Old World craftsmanship, attention to detail and custom-selected materials are combined to create furniture with a classic sensibility in form, finish and function. Baker's versatility is apparent in the broad spectrum of its traditional, contemporary and casual collections.'

Source [Accessed on 28.01.13]

Dedon

A German company focusing on outdoor furniture, using specialist fibres that do not wear from being outside, all of the furniture is hand crafted.

The communication of this brand does not the companies principles, the leading across the website is not effective and confuses the eye of the reader. However the logo is simple and a good communication of the furniture the shop sells.

Source [Accessed on 28.01.13]

Cassina

The brand focuses on a much broader range of products that Inoda & sveje but I like the simplicity of the logo. I do however feel it lacks a bit of character that could have been communicated. The website design works well, functional and aesthetically pleasing. The website of Inoda & Sveje is a successful and fitting website but I feel it has a lot of room for improvement, also applying the principles of simplicity the brand holds could have a big effect.