J&R GURAM CAMPAIGN
FURNITURE

The J&R Guram brand specializes in reviving the lost art of campaign furniture, a style once favored by colonial officers for its elegance, portability, and utilitarian design.

type

personal

Year

2022

PHOTOGRAPHY DONE FOR J&R

A GLIMPSE OF THE BRAND

LET's GET INTO THE

IDENTITY…

PROBLEM STATEMENT

While J & R Guram already had an established wordmark, the brand lacked a distinctive symbolic logo that could visually represent its core values and products. The challenge was to create a symbol that complemented the existing typography without altering it, while also capturing the essence of the brand’s craftsmanship, outdoor connection, and spirit of adventure.

While J & R Guram already had an established wordmark, the brand lacked a distinctive symbolic logo that could visually represent its core values and products. The challenge was to create a symbol that complemented the existing typography without altering it, while also capturing the essence of the brand’s craftsmanship, outdoor connection, and spirit of adventure.

PROBLEM STATEMENT

While J & R Guram already had an established wordmark, the brand lacked a distinctive symbolic logo that could visually represent its core values and products. The challenge was to create a symbol that complemented the existing typography without altering it, while also capturing the essence of the brand’s craftsmanship, outdoor connection, and spirit of adventure.

PROPOSED SOLUTION

Develop a clean, minimalist logo and identity system that reflects the sleek and practical design of the furniture while incorporating elements of nature and adventure with sophistication to establish a visual connection with the viewer.

Develop a clean, minimalist logo and identity system that reflects the sleek and practical design of the furniture while incorporating elements of nature and adventure with sophistication to establish a visual connection with the viewer.

PROPOSED SOLUTION

Develop a clean, minimalist logo and identity system that reflects the sleek and practical design of the furniture while incorporating elements of nature and adventure with sophistication to establish a visual connection with the viewer.

THE HILLS (ENVIRONMENT) + COMPASS (ADVENTURE) + JORHAT CAMP TABLE (PRODUCT) + TENTS (INNER TRIANGLES)

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concept

CONCEPT

The vision was to capture the brand’s explorer archetype with a blend of craftsmanship and practicality in the concept.

The logo features a foldable table, representing the versatility of the furniture, the hills on top acting as the crown of the logo and symbolizing the environment where the products are used, and a compass that hints at adventure and exploration. The clean geometric lines and minimalist design create a timeless, elegant look that reflects J&R’s vision and commitment to crafting furniture that is both refined and functional. The deep burgundy and soft gold color scheme, inspired by accents from the products, adds a unique touch of warmth and sophistication, reinforcing the brand’s heritage and connection with its users.

The vision was to capture the brand’s explorer archetype with a blend of craftsmanship and practicality in the concept.

The logo features a foldable table, representing the versatility of the furniture, the hills on top acting as the crown of the logo and symbolizing the environment where the products are used, and a compass that hints at adventure and exploration. The clean geometric lines and minimalist design create a timeless, elegant look that reflects J&R’s vision and commitment to crafting furniture that is both refined and functional. The deep burgundy and soft gold color scheme, inspired by accents from the products, adds a unique touch of warmth and sophistication, reinforcing the brand’s heritage and connection with its users.

The vision was to capture the brand’s explorer archetype with a blend of craftsmanship and practicality in the concept.

concept

The vision was to capture the brand’s explorer archetype with a blend of craftsmanship and practicality in the concept.

The logo features a foldable table, representing the versatility of the furniture, the hills on top acting as the crown of the logo and symbolizing the environment where the products are used, and a compass that hints at adventure and exploration. The clean geometric lines and minimalist design create a timeless, elegant look that reflects J&R’s vision and commitment to crafting furniture that is both refined and functional. The deep burgundy and soft gold color scheme, inspired by accents from the products, adds a unique touch of warmth and sophistication, reinforcing the brand’s heritage and connection with its users.

ILLUSTRATED MOTIF

Building on the core concept, an illustrated motif was developed for the Gurams that visually encapsulated the entire idea of the brand identity into a cohesive illustration. The motif was designed to add a personalised touch and can be applied across various collaterals such as postcards, emails, and promotional media, enhancing client engagement through direct, visually consistent communication.