Cinch is a chair system designed to ship flat and assemble (and disassemble) easily without any tools. They set out to create a truly inclusive furniture experience. The signature element is the leather belt that wraps around the chair.
The 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.
The product page of the website also has fun scroll effects, bringing attention to the simple joints and touch points.
Kanit is a solid and bold font used solely for headlines, and reflects the logo font. Adelle Sans is a very legible body typeface and has shapes to it that recall shapes of the chair.
The brand is about beautiful and simple details.
The ideation process began with brainstorming around different ways to visualize the elements of the brand, including ease of assembly, novel connection points, natural and honest materials, and the modularity of the product.
We decided that the belt of the chair was going to be the focus of brand and that it should feature prominently. Many concepts were explored and the final ideas derived their forms from the belt – the shape leant itself to expressing the movement and modularity of the chair.