that time when...

We gave new confidence to an established brand with big plans

Calfurn

what we did

Brand strategy
Rebrand
Brand identity
Logo design
Brand photography
Website refresh
Canva social templates

There are defining moments for brands where the right creative direction can change the course of their fortunes for the better. We met furniture manufacturer Calfurn at one of these key pivotal moments: new owners taking over an established business bringing with them fresh ambition, bigger thinking, and even a new name. They approached us to create a brand identity that would capture this exciting new era for the business – giving their customers confidence, celebrating their craftsmanship and supporting their continued growth.

Working closely with the team, we developed a new visual identity, including logo design, typography, brand photography, digital assets and a refreshed website.

Build it and they will come

You name it, Calfurn will manufacture and build it. This can-do attitude was clear from our first site visit and brand discovery workshop. In Carol and Andrew, the new owners, the sky was the limit for Calfurn. They really cared about this business that they both had given so much of their lives to, and the people who work there, some of whom for decades.

They were keen to inject life and personality into their brand, the type of life and personality that is immediately evident when you meet them. (And which had been a tad lacking in their previous visual appearance, as they themselves admitted.)

We made sure to do that in several ways.

Calfurn craftsperson operating machinery in the factory with the slogan "Loved by many" and "Made by Calfurn"

A picture tells a thousand words

A visit to their factory to see their craftsmanship firsthand was an inspiring starting point. It became immediately clear that we needed a photoshoot in order to show just how incredible a space it is. We commissioned Fragment Studios to produce a new library of brand photography, capturing the craftsmanship and character of the business, telling a rich story with their imagery.

Out with the old

Colour became one of the defining elements of the new brand identity. After 40 years of blue, we all agreed it was time for something bolder. As specialists in signature coloured furniture, we wanted their branding to reflect this confidence.

So, out went the blue and in came orange, a direct contrast to the old colour but more importantly something that would set them apart from competitors right from the get go.

3 examples of portrait social media posts designed for Calfurn

Made with craft and care

When it came to the logo we wanted to give them something crafted and bespoke, as that’s what they do best for their clients. The wordmark is customised, bold, and subtly unconventional. Accompanying it as a supporting device, the C monogram is inspired by modernist marks of yesteryear, reflecting Calfurn’s longevity while also referencing their world of manufacturing, too. Together, they form a flexible identity system that provides flexibility going forward.

A mobile phone poking out of someone's pocket, displaying the header section of the Calfurn website on its screen.

The right type of type

When it came to typography, we wanted to give them options there, too. Different types of typeface for different uses. The rounded, friendly, and approachable Plus Jakarta Sans. The ubiquitous Times New Roman (an unconventional choice for any modern day branding). The industrial Spline Sans Mono. Each separately have their own vibe and aura, while together they bring variety and richness to the identity.

The back design of an orange Calfurn branded t-shirt, displaying various micrographics at a larger size, with emphasis on a large 'Onwards + Upwards' graphic based on a 'This way up' graphic

A Calfurn branded letterhead laid down on a desk, with Calfurn business cards laid on top

The finishing touches

A strong brand is only effective if it’s easy to use. To help Calfurn manage their own communications, we designed a suite of brand assets including social media templates to pitch deck documents, building them in Canva so Calfurn can use them in-house.

An image of the Calfurn team in the workshop, with the text 'Made by Calfurn' overlaid

Orange Calfurn branded tape applied to brown paper packaging

A digital refresh

Alongside the brand, we refreshed Calfurn’s existing Odoo website, bringing the new visual identity into the digital experience ahead of the plan to redesign and build a new site in the future.

A 2 column image, with the left hand side showing a team member portrait and the right side showing the same person working in the drying room.

What of the future?

The rebrand is now being rolled out across factory and office signage, vehicle liveries, packaging and uniforms, creating a more confident and consistent presence at each customer touchpoint. It’s been a true pleasure to partner with Calfurn at such an important stage in the company’s journey, and we’re excited to see the brand continue to come to life.

A photo of a Calfurn team member in a storage room, with their thumbs up, and the word 'Thanks!' written on the camera lens in orange marker pen.

“Working with Imaginary Friends has been an amazing creative experience. The team took a real interest in our company resulting in our new contemporary branding which we are super excited about and can’t wait to launch. The communication throughout the process was clear and very responsive. Real people producing creative, original solutions. And fun to work with along the way.”

Carol Valentine
Co-owner
Calfurn