Foulds Fine Furnishing Branding

A project where the client pulled out before the project was completed

Foulds Fine Furniture Logo
A design project that taught me some tough lessons

The Brief:
Foulds Fine Furniture are currently trading under another name but wish to diversify their current business and move into high class, luxury wooden furniture for both indoor and outdoor. The company want to incorporate the 3 F's from Foulds Fine Furniture into the new logo, and utilising a black and silver colour palette.

Working within the initial brief to generate a logo around the 3 F's was not the easiest, I was having a hard time finding a solution that I thought would have fitted in with the "high class, luxury" image the brief was aiming for.
After a while I decided to step back and do some more research into luxury brands and what qualities and features they have in common.

After research I decided to do some research into the Foulds name, and found the family crest contained a fleur-de-lis so this was the next idea I explored, looking for various inspiration.

After the research into fleur-de-lis I started to play around in Illustrator to find a variation that would work for the logo. The choice of the final fleur-de-lis can be seen on the bottom row.

At this point of the project the client decided it would be a good time to pull out and left me with a project that was 90% complete.

Was a shame but I decided to finish the project.

The final logo concept that was never presented to the clients.

This work is available to purchase

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