Alfred's Upholstery
Overview
Alfred’s is a yacht and home upholstery atelier with over a century of craftsmanship. As it expanded into the luxury marine market, its brand no longer reflected its caliber, prompting a refined identity that honors its legacy.
Scope
Brand Strategy
Visual Identity
Website Design & Development
Packaging & Brand Rollout
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Direction
branding
We preserved Alfred’s recognizable “A” mark, refining it into a more timeless symbol with a subtle needle-and-thread gesture. A rope variation and custom stamp extended the identity, while a softened palette of blues with a pop of orange introduced a heritage feel with maritime depth.
Direction
Website
The website balances tradition with a more forward-looking digital experience. Heritage cues ground the brand, while a striking load-in animation and refined interactions bring a sense of modern momentum.
Direction
Collateral
We developed a comprehensive system of brand touchpoints spanning both workshop and client experience. From team uniforms and business materials to shipping boxes, care guides, and product labeling, every detail was considered. Custom elements, including a leather-bound fabric book and tailored tagging systems for yacht interiors, reinforce the brand’s precision and craftsmanship at every stage.
Outcome
We refined Alfred’s existing mark and introduced a restrained maritime-inspired identity, positioning the brand as a steward of fine interiors while extending the evolution through a composed website, e-commerce, packaging, and collateral.
