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Cinch

Creative Strategy
Product Design
Brand Identity
Package Design
Website Design
Cinch is a chair system designed to ship flat and assemble (and disassemble) easily without any tools. We set out to create a truly inclusive furniture experience.
cinchfurniture.com
 
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The signature element is the leather belt that wraps around the chair to prevent the joined parts from loosening over time.  

 
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The Cinch project was done in collaboration with French Furniture. The end result showcases our combined perspectives in making furniture that is a delight at every step of the process.

 
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Brand Identity Design

Cinch's brand mark directly relates to the belt element used to secure the assembled chair.  The 'C' gesture conveys the wrapping effect while the word mark is meant to be balanced and timeless.
 
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The website design communicates the chair design through animated visuals and contextual photography.  The hierarchy of information and storytelling is meant to align with the mission to simplify the furniture experience without compromising quality.
 

 
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