Contemporary furniture retailer Purves & Purves this week launches a revamped identity designed by Creative Leap, as the retailer moves to expand and compete with the large multiples.
The contemporary interiors company is celebrating its ten-year anniversary next month and, according to founding director Andrew Purves, the business has reached a watershed. ‘It’s time to take stock and present ourselves in a new light as a major player in today’s marketplace,’ he says.
The rebranding will be applied throughout the company’s visual and marketing presentation, for both customer-facing and business-to-business applications.
Creative Leap is preparing a restrained design. ‘There’s a riot of visual excitement in a Purves & Purves store,’ explains creative director Mervyn Caldwell.
‘The challenge will be knowing how to stand back and create some calm. It can sometimes be bolder to be restrained – and we think that understatement and balance will let the products speak for themselves.’
‘Purves & Purves is an exciting, individual and innovative brand,’ adds Creative Leap planning director Phil Gandy. ‘We’ve worked with them to develop an identity that has the style and panache to live up to this.’
Creative Leap was appointed following a competitive submission process and a lengthy consultation period. The new identity will roll out over the next three months and will be fully implemented by early next year.