We undertook the rebranding exercise for one of Singapore’s foremost retailers of designer furnishings. We began with the simplifying the old arrangement of ‘X•tra’, then capitalized and spaced out the letters to achieve a clean and timeless presentation.
The distinctive ‘X’ draws its strength and inspiration from cross-sections found in classic designs like the Eames La Chaise. Thicker at the centre and tapered at the ends, the ‘X’ appears strong yet elegant. It creates a focal point while differentiating itself from modern typefaces.
The distinctive ‘X’ draws its strength and inspiration from cross-sections found in classic designs like the Eames La Chaise. Thicker at the centre and tapered at the ends, the ‘X’ appears strong yet elegant. It creates a focal point while differentiating itself from modern typefaces.
We defined a palette based on a dark metallic black supported by rich earthy tones to reflect its character of confident sophistication.
Equally important was XTRA’s decision to adopt our recommendation of a simplified monolithtic brand architecture: All previous retail groups such as X•tra Living, X•tra Resort and X•tra Outdoor now come under a single ‘XTRA’ brand, while non-retail groups become brand extensions such as XTRA OFFICE, and XTRA CONTRACT.
Thus, retail customers only have to remember one name, and the company enjoys greater retail agility with the flexible placement of its diverse range of brands and products.
Equally important was XTRA’s decision to adopt our recommendation of a simplified monolithtic brand architecture: All previous retail groups such as X•tra Living, X•tra Resort and X•tra Outdoor now come under a single ‘XTRA’ brand, while non-retail groups become brand extensions such as XTRA OFFICE, and XTRA CONTRACT.
Thus, retail customers only have to remember one name, and the company enjoys greater retail agility with the flexible placement of its diverse range of brands and products.
Finishing touches to the identity system include updated namecards, letterheads and envelopes, all designed with same goal of projecting a tasteful and serious brand persona to customers and business partners.
Our efforts for XTRA’s rebranding exercise extended to its store collaterals. Items such as store tags and description placards were designed not just as ‘template containers’ for the new brandmark, but as distinct and functional parts of the overall brand identity. Even the giftwrappers bear an elegant monogrammed pattern derived from the ‘X’ letterform.
Product information displays were designed with dual functions for legibility: as mini stands for products on shelves, or as flat cards placed on items with lower profiles.
The new branding was rolled-out at the launch of XTRA’s Winsland House branch, where we tailored elements of environmental design to address specific quirks of the location.
Firstly, the storefront is shaded by a deep overhang and thus the backlit main sign works better as a beacon than a standard spot-lit logo.
Next, the elevated floor plan meant that people looking in would likely be dazzled by the bright interior and ceiling lights. A smartly gradated monogram of ‘X’s was added to the windows to reduce glare and draw attention back to furnishings displayed at eye-level.
Firstly, the storefront is shaded by a deep overhang and thus the backlit main sign works better as a beacon than a standard spot-lit logo.
Next, the elevated floor plan meant that people looking in would likely be dazzled by the bright interior and ceiling lights. A smartly gradated monogram of ‘X’s was added to the windows to reduce glare and draw attention back to furnishings displayed at eye-level.
For shoppers inside, the silkscreened monogramme on the windows also acts to reduce the feeling of being inside a ‘goldfish bowl’. As a result, the store ambience is airy yet intimate.
Together with key elements such as the signature door handles and revamped store collaterals, customers are treated to an altogether tasteful and luxurious shopping experience that builds new recognition and brand equity.
