Our focus was on words (things) that would create a relatable connection between customers, products and the brand itself. The brainstorm process revealed the words nest and shell topping our list.
Having settled with the word Shell, we then explored some word variations and also different languages. Guscio, an Italian word that means shell was the clear name of choice, not only for bringing in the needed elegance but also for the protection that offers to its inhabitants, two qualities offered by our client to their customers, elegance and peace of mind (safe transactions and quality products).
Having the new name approved, it was time to roll up our sleeves and start laying out some ideas. The design was based on the Nautilus Shell, Logarithmic Spiral and also the Golden Ratio, creating a unique and visual appealing shape that represents the letter G. The colors palette used was based on the selection of colors they offer on their custom furniture line, creating that way the final link between products and their new brand.