A 60-year old company, GAR Products is a b2b furniture manufacturer whose clients are hospitality industries and interior decorating firms. Environmentally-friendly and with enormous pride for their craftsmanship, GAR wanted to rebrand to reflect their personality while staying true to their origin. The tone of voice and overall look and feel convey the understated elegance and the high quality of their products. From a new tagline, to brand identity guidelines, to a new video, every element came together seamlessly to create the true portrayal of what GAR stands for. The unique photography speaks to its contemporary nature, the Kraft texture represents its dedication to the environment while the subtle crosshatch pattern creates a sense of luxury. The new brand will represent the company beautifully for years to come.
This work was produced while employed as Creative Director at CI-Group.