Uptone wants to reshape the furniture market, by combining the interior design process with the ordering and installation of furniture. The brand new concept offers a one-stop shop for the entire furnishing process, from the digital visualisation to the final installment.
A meaningful name.
To launch the new concept brand, we needed a strong and meaningful name. The brandname “Uptone” stands for the upgrading and fine-tuning of your home. A catchy name that can also be used as a verb: to uptone your home.
It takes an average of 3 months before new homes are completely furnished. Uptone aims to drastically lower this period, by offering an all-in-one furnishing service, based on your style, personality and budget. Uptone's mission is to make your new house your home, from the moment you step into the door.
The identity for Uptone was thoughtfully designed to look minimalist, young and accessible. The wordmark was designed according to the isometric grid with a 120° angle in the ascending and descending letters. The same grid is used as a pattern to create depth and dynamism to the brand’s visual language.
The visual language uses warm colour tones and furniture items following an isometric grid, symbolizing a floor plan and the modular fitment of furniture in each space. The warm beige is paired with black and white, for a fresh yet homy atmosphere.
From the printed materials to the digital experience, we aimed at bringing uniformity and consistency in the brand’s message. By using simple elements and an uncomplicated brand voice, we make it clear that interior design can also be easy and accessible.