The furniture company designed to mend your relationship with furniture.
Context: Quagga is a Canadian furniture company that designs minimalist platform beds. There’s no hardware or Allen keys, so the assembly process feels more like playing with Lego than building furniture. Their bed frames are innovative, but the brand failed to capture the playfulness that set them apart. In an era where minimal can often mean bland, we needed to build a brand that evoked the enjoyable experience of building the product.
Each unique bedframe is treated like a challenge, with assembly times being posted and updated based on customers' best times.
Each unique bedframe is treated like a challenge, with assembly times being posted and updated based on customers' best times.
Solution: We positioned Quagga as the furniture company on a mission to mend your relationship with furniture. Warm, welcoming, intuitive. The brand was unified under a single expression: "Playfully Made." Not only a statement on how the product feels to assemble, but how the brand itself acts in the world.
Identity: To unify the creative expression of the brand, we reimagined the classic codes of instruction manuals through a playful lens: embracing diagrams and assembly language, then adding a twist. Anchored in bold typography and saturated colors, the design system ensures the minimalist bed frames won’t get lost in the background.
