Christian Ritson launches nursery furniture range branded by The Individual Agency

Product design group Fit for Purpose managing director Christian Ritson has launched a nursery products brand called Knuma, which The Individual Agency claims to have worked on the branding for.

The debut collection, Infinity, comprises a cot, dresser and wardrobe. The cot can be converted into an adult bed, and all three products can be used in a guest room as well as a nursery.

Huddersfield-based The Individual Agency claims Ritson appointed the consultancy without a pitch after meeting the group at an event. The Individual Agency co-founder and client services director Tracey Owens says the group worked closely with the client to create a contemporary and classic look for the brand that would not date easily, and helped to name it.

’So many brands in the nursery sector have funky names, with bright and vivid branding, but Ritson wanted to avoid that style,’ says Owens. The group and Ritson chose the name Knuma, having discovered that pneuma means breath and soul in ancient Greek. ’His products are about longevity and transformation, so we decided to take this word, spell it differently and add a motif that is an abstraction of the letter K, and also an infinity symbol,’ says Owens.

As well as the logo, The Individual Agency claims to have created a brochure and website, which went live about two months ago. Ritson was unavailable for comment at the time of going to press.

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