grey wrk / Logo and Identity System

grey wrk was looking for a way to modernize its brand image and extend their marketing reach in an industry that just doesn’t believe in marketing. Ben, the shop owner, is the first to admit that as an industry, the woodworkers/custom furniture building community has done a terrible job getting the word out about their wares. In fact, most woodworkers avoid advertising/marketing altogether, so it remains mostly unknown to the general public, which didn’t make our job any easier.

While designing the corporate identity, we wanted to give the logo a visual clue to the shop’s uniqueness and purpose—the snowflake serves as the perfect metaphor. It supports the brand premise that no two are alike. We created six different logos to push the concept further; each one is different, which also speaks to the uniqueness of the furniture the shop designs and builds.