A corporation that designs tools for non-standard spaces and lifestyles.
Context: Standard Equipment is an up-and-coming homewares and furniture company, with a unique approach to design that combines utilitarian influences with a sense of fun inspired by the founder’s background in toy design.
As a website loader, we replicated the unique screw locking mechanism, matching the timing of the loading to the length of the screw itself.
Solution: As algorithms have driven an increasing standardization of taste and lifestyle, we saw an opportunity to flip the idea of standardization in the company name on its head, positioning Standard Equipment as the creators of “Tools for Non-Standard Living.” Each product in their catalog was assigned a 'standard' and 'non-standard' usage to add dimension and personality to the brand.
Identity: The visual & verbal identity found their inspiration in the practicality and process of industrial manufacturing; a world of technical descriptions and seals of quality. The goal was to create a brand that fit seamlessly into that pragmatic style, while threading moments of wit and personality into the details; from pops of color in the website navigation, to snappy product copy that leans into the ‘non-standard’ side of the brand.
The Standard Equipment Brand Manual sets in place the replicable system that undergirds further product and brand applications.
