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Room Essentials by Collins, United States

Opinion by Richard Baird.

Logo, photography and packaging by Collins for Target's modernistic home furnishings range Room Essentials

Room Essentials is a line of modernist home furnishings created and sold by American retailer Target. The range covers over 2,000 products across 60 categories, and includes items such as blankets, lighting, chairs, tables and tableware.

While securing significant revenue for the retailer, the range has, over the last five years, experienced a downturn in sales generated by its Millennial demographic. With this in mind, and with the intention of recapturing the enthusiasm for and interest in the range, Target commissioned New York based Collins to reimagine Room Essential’s brand identity.

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Bec Brittain designed by Lotta Nieminen

Logo and duplex business cards designed by Lotta Nieminen for New York based lighting and product designer Bec Brittain

Bec Brittain is a New York based lighting and product designer who is driven by a “love for luxurious materials, intuitive forms and forward-thinking technology.” Working with her small team from a studio in Brooklyn, Bec Brittain creates products that explore and experiment with new production techniques and materials that push the boundaries of American-made centrepiece lighting design. Each piece is created and inspected by Bec and produced using a local network of fabricators and artisans.

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Shaun Ford & Co. designed by Savvy

Logotype and business card with block foil detail designed by Savvy for bespoke furniture design firm Shaun Ford & Co.

Shaun Ford & Co. is a Canadian bespoke furniture an interiors business that creates tailored environments for the sophisticated, style conscious consumer, and whose work revolves around a timeless approach to space. Each piece of furniture is designed with careful consideration given to the years that it will have to coexist within a particular environment and with the intention that each acquires further value over time. These ideas informed the development of its new brand identity, designed by Savvy, and visualised through type, material, layout and print finish.

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