09.16.11

Celadon rebrand

Identity, Consumer

Local design studio J Fletcher Design recently completed a rebrand of Celadon, a hugely popular furniture and home accessory store in Charleston, South Carolina. Everything was assessed and overhauled, from the initial logomark and identity, to price tags, bags, business cards and a Web site. The project consistently boiled down to capturing Celadon’s beloved, eclectic, in-store vibe. The straddling of different fences—vintage yet modern, clean yet textured, chic yet relaxed—created an end result that reflects a study of contrasts.

[photo credit: JWKPEC Photography]

Jay Fletcher, art director/designer; Dwarf Dog Chuck, Web site developer.

www.jfletcherdesig ... www.celadonathome.com