itodi · made-to-measure furniture
A brand made to the centimetre.
itodi makes made-to-measure furniture and sells it online. When we started, the brand had no name, logo or shop. We created a brand where the customer sets the dimensions, and everything that follows from it: from the configurator to the tape on the box.
Configurator- Goal
- Coherent communication for a new brand that would present a wide, very varied range attractively and, at the same time, build the image of an expert with experience and know-how. Plus a practical furniture configurator that would bring out how flexible, fresh and well designed the range is.
- Solution
- A minimalist logotype that speaks of personalisation and flexible dimensions, in other words, of what the configurator does. A key visual in warm colours, with bold headlines and photos that bring out the brand's lifestyle character. Consistent icons and a carefully worked-out strategy hold it all together.
- Result
- A complete, well-organised identity system. A brand with a modern, consistent image, ready to grow, including in markets abroad.
Big idea
We based the identity on what the configurator does: personalisation and modularity.
The changing form and the play with scalable layouts start in the logotype. In the key visuals they bring order to the composition and remind people that every product can be adapted to their own needs.
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The courier leaves a parcel
Before anyone opens it, they see the tape. On the tape there's the logo and one instruction: unpack your itodi.
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The elongated “o” is a dimension
The customer decides how many centimetres the furniture should measure, and the “o” in the logo grows with it. The same mark appears on the tape, in posts and in the shop.
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Posts from the same building blocks
The logo, photos from the shoot, the line drawing style from the instructions and short lines of copy. Every post looks like itodi before you see the name.
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The instructions are part of the brand too
The cover gets straight to the point, with a pun on assembly: as it happens, we've got instructions. The furniture is drawn with the same red line as the configurator icons.
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The drawing becomes furniture
The Bjorn chest of drawers, straight off the cover. None of its dimensions are fixed.
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Here, customers design it themselves
Width, height, fronts, base, colour. We designed the shop with its configurator so that nobody needs to know anything about furniture to use it.
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The design travels in a box
Boards, fronts, instructions. On the box, a sticker with the brand's promise: quality down to the millimetre.
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Unboxing time
A second tape. The parcel should bring a smile before anyone opens it.
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A card on top
“Your design is ready.” A thank-you, a nudge to get assembling and help in case anything goes wrong.
Made-to-measure furniture, and a brand to match
Made-to-measure furniture can't be touched before you buy it. Customers buy what they see: the website, the configurator, and then the box at their door. Each of those has to inspire confidence.
That's why everything at itodi speaks the same language: the red line from the instructions, the elongated “o” and dimensions in centimetres.
itodi.pl- 7
- furniture categories in one shop: chests of drawers, wardrobes, TV units, shoe cabinets, desks, bedside tables and shelving
- 18
- configurator icons, drawn with the same line as the furniture in the instructions
- 19
- brand book pages with rules for business cards, leaflets, instructions, the website and the configurator
Scope
- Strategy workshops
- Name
- Logo and identity
- Key visual
- Brand book
- Icons and illustrations
- UX/UI for the shop with configurator
- Social media
- Packing tape and box sticker
- Assembly instructions
- Leaflet and business cards
- Sample book
