Crooked Lamp - Home Essentials
Brand Identity and Merchandise
Brief
Brand identity: Develop a Brand Identity for a Home Essentials brand by the beloved character Mr. BEAN.
Why Home Essentials?
Mr. Bean and his love for his sweet home. I imagine he would curate this store, just the way he would his home. A store full of quirks, and a place where it’s okay to be a little silly.
A world cozy, awkward, and whimsical all at once—a perfect embodiment of finding joy in the crooked, offbeat objects of everyday life.
Decoding the Brand
First step on my proces to to break down a complex brand idea into its simplest keywords
artful
crooked lines
fun
nostalgic
humour
quirky
COZY
essentials
Lived In
london flat
clumsy
charming
Mismatched
one of a kind
warm browns
muted greens
Core Values / Positioning
A place for all the offbeat everyday objects.
WHIMSICAL
COZY
TOUCH OF LONDON CULTURE
ARTFUL
Why the name Crooked Lamp?
Crooked Lamp—because straight lines are boring. A little tilt, a little wobble, but that’s the charm. Imperfect, playful, lived-in. The kind of object that makes you smile just sitting in the corner.
Typography
AIRONE
The 364 identity uses Airone for the main logotype — a clean, geometric typeface that feels technical, precise, and archival. It brings a sense of order without being overly polished.
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BUILT TILTING
All subheadings are set in thin, tall caps. For visual tension, as well as useful in incorporating large amounts of text and data.
Visual Direction
Lockup
Primary Logo
Secondary Logos
Merchandise Labels
Merchandise
inside the 364 desk drawer
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