All work
Branding
Norrland Seating
A family workshop making solid wood chairs. We gave them a typographic identity, a photography style built on daylight and a catalogue that dealers keep on the counter.
01 The challenge
Where things stood
Norrland's chairs were winning design fairs, but their catalogue looked like a price list. Dealers struggled to explain why a chair cost what it did.
02 Our approach
What we did
We shot every chair alone, in daylight, against a plain wall, and paired each one with a short note from the maker. The identity is set in one typeface with a single weight, like the joinery: nothing extra.
03 Results
What changed after launch
18
New dealers in the first season
96 pp
Catalogue designed and printed
+41%
Average order value through dealers
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