Rebranding a heritage furniture company

Connecting craftsmanship and creativity

Client

AFP

Services

Brand strategy Voice & visual identity Copy & content Design & layout Website development

Website

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Hudson Willow was trusted to rebrand AFP, in its first brand rethink since launching in 1990. Renowned for its quality crafted furniture, AFP had built a solid reputation but looked to strengthen and elevate its brand, to connect deeper with current and potential clientele in an increasingly competitive market.

The rebranding process sought to capture AFP’s heritage and craftsmanship in a way that would resonate and inspire.

We developed a succinct brand strategy that strengthen and clarified the positioning of AFP and crafted an elevated brand identity accordingly. The new AFP logo retained key characteristics from its original form, but with a refined and forward looking design. Colors and typography captured the brand personality and tone, inviting and enveloping audiences. AFP’s new brand mirrors the company’s hunger to maintain leadership in a competitive environment, by delivering more than just furniture, but deeper connections and greater influence.

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