Furniture retailer applies Sea change to identity

Sea is unveiling the identity for furniture designer and retailer Defy Interior, creating a name change for the company that will see it branded as Alexander Miles, after its founder and head of design.

It is the first rebrand to be carried out by the Newport-based company, which specialises in producing luxury beds, sofas and furniture made from wood, steel, glass and leather.

Sea was appointed to the brief last month and has created a ‘very British, classic’ visual identity, according to consultancy director Bryan Edmondson. ‘The identity concentrates on the name above the door, and we have taken a fashion-conscious approach with the creative work that focuses on showcasing the craftsmanship of the company,’ says Edmondson.

The identity will be applied to the company’s flagship showroom in central London, as well as its website, literature, marketing material and 50 000 mail order catalogues. Furniture products will also be branded with name tags for the first time.

Sophie Watkins, marketing co-ordinator at Alexander Miles, adds, ‘We are rebranding in part to clarify our position and offering to our different target audiences.’

The first phase of implementation is currently underway and work is scheduled for completion early next year.

Alexander Miles was established in 1999 and has a current turnover of £2.5m. It previously supplied products to Harrods and is hoping to re-establish this deal at some point in the future.