This company is a small independent kitchen and bathroom cabinet supply business based in New Jersey. When they approached us about doing a new identity for their business, they thought we would just be designing a word or logomark - what they didn't expect was that they would get an identity that included variations representing their 4 product verticals.

It was intially established that they really gravitated towards the word mark approach - where the letter E was represented by 3 drawers. With some additional elements and switches in color, the master wordmark was adapted to represent kitchen, bathroom, appliances, and their project management service. This approach brought a bit of warmth to the overall brand.