Tresi

With brand transparency on the rise and lifestyle retailers being pushed further under the microscope for public scrutiny, it’s becoming more and more crucial for brands to peel back the curtain on their internal processes and be openly transparent about the hidden costs behind the price of a product. Since cost breakdowns are so often tightly guarded secrets, studies show that when a brand does share this information, consumers consider it a form of "intimate disclosure", fostering an honest relationship between brands that brands that disclose intimate information to the consumer. Whether it be fast fashion, interior design food & beverage, there is a red string with the theme of honesty and transparency that acts as the core theme for brands to stay competitive in today’s branding landscape.

Born and based in New York, Tresi offers eclectic, luxury, pre-treasured furniture, decor and art without the retail markup. Tresi believes that interior design should be inclusive for all, with everyone deserving a living space that reflects their personal style without breaking the bank. To make the often tedious and cumbersome experience of home furnishing as hassle-free and enjoyable as possible, Tresi is committed to providing consumers with transparent pricing, door-to-door convenience and dedicated customer service that is actually there for you when you need it.

Much like the fashion category, the interior design category operates in trends that recycle over time. Throughout the creative process, we found that there is a lot of to be learned from the fashion industry in terms of creating a design system that could house multiple styles and eras of design - without compromising the recognisability or visual consistency of the brand. The direction behind the brand takes cues from the fashion world and applies them to the interior category, visually presenting itself as an exclusive brand whilst boasting an honest and inclusive pricing approach through an easy-to-understand visual design system and tone of voice; allowing consumers to feel that they are getting high ‘luxury quality’ furniture pieces for affordable prices, adding to the overall value consumers feel they are getting from the brand in a way that feels inclusive and accessible for all.

From the core identity through to brand language, campaign design & art direction, Tresi’s mission was to create a contemporary interior design experience that appealed both to entry-home decorators to those with a refined taste and knowledge on interior design, educating the audience on the hidden costs within the interior category drawing comparisons to other interior brands that take advantage of this gap in knowledge across the interior design category, such as Ikea, Wayfair and KAIYO.

The custom-designed logo mark is simple and elegant with a focus on simplicity, innovation and style. The curvaceous “E” within the logo mark represents a seamless logistic & customer service journey for consumers when buying and swapping out furniture within their homes, as well as the innovative and sustainable approach to recycling furniture and reducing landfills. The ‘E’ within the logomark has been extracted to create a memorable brand symbol, used in various ways across brand touch points.

Tresi’s brand identity design balances an elegant logo, with a simple yet refined primary type treatment that visually supports the transparent brand voice and allows for easy-to-consume brand messaging with a premium and elevated look and feel. The brand's primary typography is paired with simple secondary typography for a minimalistic feel, taking cues from luxury brands and pairing it with an art direction approach based on relatability and inclusivity - allowing consumers to see themselves within the brand and breakdown any traditional visual cues of exclusivity.

Location: Brooklyn, New York