Establishing a modern classic

Establishing a modern classic

No Early Birds

Brand identity
Digital design
Brand communication

No Early Birds is a timeless furniture collection designed by Swedish architect Pär Söderberg. The beautifully crafted leg design is its most characteristic feature. Kurppa Hosk was assigned to develop a visual identity and a website that could articulate the brand’s elegant craftsmanship. Kurppa Hosk also helped launch the collection at the Stockholm Furniture Fair. Today, No Early Birds is viewed as a modern furniture classic.

Challenge

Per Söderberg is a renowned Swedish architect. The furniture collection No Early Birds is among his most prominent work. It includes tables, stools, coffee tables and shelving systems, all built on a beautifully crafted cross-leg construction. Kurppa Hosk was assigned to develop a visual identity articulating the architect’s focus on craftsmanship as well as the idea behind No Early Birds.

Approach

Kurppa Hosk’s visual identity was clearly based on the collection itself. The No Early Birds symbol is an abstraction of the characteristic cross-leg design of the furniture. The symbol serves as a strong and clear sender, while the rest of the visual identity is deliberately toned down. The idea was that the visual identity should serve as a framework or stage; it should highlight the products and their elegant craftsmanship – without drawing too much attention to itself. Kurppa Hosk also found a unique way of displaying the products in images, which became an important part of the identity.

Outcome

The No Early Birds collection was launched in 2010 at the Stockholm Furniture Fair. Kurppa Hosk produced exhibition materials, product catalogues, and various printed matter for the launch.

Kurppa Hosk also developed the initial website, targeting both consumers and potential retailers. Since then, the collection has been expanded and exhibited at the Maison & Objet in Paris, LDF in London and Salone del Mobile in Milan. Today, No Early Birds is viewed as a modern furniture classic.