brand reveal: off white furniture

It’s another exciting day at Kindly by Kelsea because one of my sweet clients is officially launching their rebrand into the world! When I ventured into freelance design, I always dreamed of working with an interior furnishings company - primarily because I love interior design so much! When Paige and her family came to me seeking a rebrand for their (all-white!) custom upholstery business, I jumped at the opportunity.

After reviewing their questionnaire and listening intently during our initial client meeting, I carried three primary takeaways that anchored the design process:

  1. The OWF team prides themselves on being detail and service-oriented and deeply values making the custom ordering process easy-peasy for their clients.

  2. Off White Furniture is family owned and operated to the core, and they treat their customers with the same level of love, honesty, and care that they do with one another.

  3. Their location in the Houston Design Center, a premiere destination for high-quality interior furnishings, services, and goods, meant their brand needed to attract this mid-to-upper class clientele.

While I love browsing for furniture, I sort of cringe when it comes to the buying process. Luckily, Off White Furniture brand aims to change this by making customizable upholstered products more accessible to the consumer through direct service - a service once reserved for those within the design industry. The challenge from a design perspective? To maintain their appeal to this upper-crust current clientele, while embracing a more widely-approachable aesthetic.

Minimalism was no question when it came to their rebrand - we all envisioned something no-fuss with colorless hues to let the true “Off White” nature of their collection really sink in for the customer. When I think of the most impactful, long-lasting retail brands in the world, I immediately conjure up the simple designs of Chanel, Ralph Lauren, and Louis Vuitton and aimed to embody the same aspirational style with this design. Through the use of contemporary lines, a neutral color palette, and a legible sans-serif type, these logo variations will serve them well for several years to come.

Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea
Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea
Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea
Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea
Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea


When it came to collateral, I kept it simple - why mess with a good thing, right? Envelope liners with their custom, dark gray striped pattern and a simple postcard were the perfect compliment to their customer service-driven mission. A sleek, white decal for the exterior of their store was all they needed to give their windows a slight pop (though, in the near future, we’re working on some stellar signage for inside!). Finally, custom tags for their showroom furniture!

Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea
Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea
Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea
Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea
Off White Furniture Custom Upholstery Minimal Brand and Logo Design by Kindly by Kelsea


All in all, this brand was one of my favorites to date! It’s hard to go wrong with something so classic, but I loved the challenge of keeping it unique and modern at the same time. I hope you love it as much as we do!

Kindly,

Kelsea