Tough Furniture are a family-run business based in Shropshire. Their experienced team design and manufacture furniture not only to be visually appealing, but also safe for challenging and therapeutic environments.
Their focus is always on listening to the real needs of their customers and using that feedback to drive innovation and customization—because every situation is different, and each person deserves a solution tailored to them.
One of the key requirements of the rebrand, was to project the resilient nature of their furniture, while averting the ‘institutional-looking’ and oppressive aesthetic which usually follows furniture in mental health care environments and the ‘tough’ connotation. It was essential that as well as strong, the rebranding needed to exude confidence and care.
The brands logo in particular had sentimental value to the family business. So while the brand’s image needed to move on more in inline with their ethos, we still needed to maintain the base structure of the logo. By softening the design while staying true to the original form, the logo reinforces the brand’s caring and nurturing image in the minds of consumers. Rounded corners echo the protective edges and corners of their products while reinforcing their voice of compassion.
We chose Museo Sans Rounded for headlines and bolder text to enhances their brand message. With its softened, rounded edges, Museo Sans Rounded communicates a warmth that feels both friendly and inviting. This choice of font perfectly complements the brand’s commitment to offering products that are strong but also convey a thoughtful, well designed approach to make life easier for its customers. It conveys a sense of human touch, which is vital in making the brand feel accessible and personable.
As their product range was modern and colourful we chose to reflect that in the brand’s colour palette while maintaining a strong, impactful but calming feel. The rounded corners used in the typography and logo elements are reflected throughout the whole brand making everything live together perfectly and further enhancing a sense of empathy and understanding.
The strap line “Built with Understanding” encapsulates a brand ethos rooted in empathy, customer focus, and thoughtful design. It suggests that the brand’s products or services are not only carefully crafted but also created with a deep awareness of the needs and desires of its audience.
The photography and imagery used within the brand serves as a powerful extension of the brand’s ethos, visually communicating its core values. It should evoke compassion and caring, creating an authentic connection with the audience.
The choice of subjects, their expressions, and interactions can all reflect this sense of empathy and thoughtfulness. For example, images that capture people helping one another, or close-up shots of warm, genuine smiles, can communicate a brand’s dedication to fostering positive, caring relationships.
Accompanying the rebranding was an extensive set of brand guidelines. This document covers everything from colour schemes, to appropriate imagery, logo usage and more – all to ensure cohesion and consistency across all future marketing.
