Chairloom engages with design unlike any entity within the luxury furniture space. Guided by her deeply held ethics and instincts towards heirloom furniture, owner and founder, Molly Burke, believes in rejuvenation over rejection. By applying unique layers of conscientious nuance to their work, Chairloom has shifted the narrative around vintage furniture buying and asks consumers to visualize the restorative potential in older pieces.
Access, too, helps define the brand, as Chairloom’s genuinely uncommon collection of textiles sourced from a broad range of designers allows clientele to pick fabrics that fit their specific needs. Clients, inspired by what they already own or what the team has procured for them, are connected to the rehabilitation process in a way that’s satisfying to the soul and strengthens their connection to the piece. Revival is dually felt.
Over Summer 2019, we worked with Molly Burke to refine her brand language and visuals to refocus more directly on sustainability as well as set up a new website to house inventory, inspiration and a blog, The Repeat.
We transitioned Chairloom from a rough Squarespace site to a robust Shopify site that will allow them to track inventory, easily make “add to cart” sales and promote all aspects of the business in a wholistic way. Being able to tap into both the strategic side of the business (developing a tagline, positioning and refining language to engage with a larger cultural movement) and the visual and structural format of the website was a specific challenge for a company that has grown and thrived for 15 years.
Building on the existing identity and logo while adding a layer of nuance, language and refinement was about finding a balance between the familiar and the new. The wordmark and logo is known within the design community, but we designed a mark that could be tied more closely to reuse and recycling while still appealing to a seasoned design eye. Inspired by Alexander Calder’s drawings (also a Philadelphia native), we developed a spiral with two ends, at once circling out and pulling the eye inward. A visual representation of the rebirth and transformation each piece goes through at Chairloom before landing in a client’s home. Rendered in a cacophony of colors, the spiral is also a call back to the innards of an upholstered chair: a spring.