SQUR8

SQUR8 is a furniture and lifestyle brand created to offer a complete, design-led sourcing solution for global retail customers. The identity was built to feel contemporary, flexible and distinctive across a wide range of products, materials and applications.

Industry: Furniture · Home & Lifestyle
Year: 2022–2023
Role: Brand System Design · Creative Direction
Scope: Visual Identity · Logo System · Visual Language · Typography · Imagery Direction · Print & Digital Templates · Packaging · Brand Applications

Overview

SQUR8 was launched by Orange and Dragon — a home and lifestyle group founded in 2001, working across furniture, houseware, home décor, DIY and indoor & outdoor — as a new brand for furnishing, lifestyle and fun. SQUR8 is a complete furniture sourcing solution for global retail customers, offering competitive prices alongside stringent quality standards. The brand was built around four values — cooperative, fashionable, holistic and fun — and a friendly, always-inviting customer journey.

Context / Challenge

How do you launch a new furniture sourcing brand into a market already crowded with international retailers, and win attention, credibility and new trade relationships from day one? The brand had to establish a strong presence with a solid social footprint, build credibility with retail buyers, create a fulfilling customer journey that supports sales, and set SQUR8 up to become a leading player in its category.

Logo / Identity

A CONFIDENT WORDMARK BUILT ON A GEOMETRIC GRID, WITH DEFINED CLEAR SPACE, NEGATIVE AND ON-IMAGE VERSIONS AND STRICT MISUSE RULES — NO RECOLOURING, OUTLINING, TILTING, STRETCHING OR KERNING CHANGES.

Visual Language

Logo system: A grid-built wordmark with construction and clear-space rules, plus negative and on-image lockups for every background.
Typography: Circular in three weights: Bold for headlines, Medium for sub-headlines and body, Book for long-form body copy.
Pattern: A set of branded pattern backgrounds used to bring rhythm and energy to templates and social assets.
Imagery: Two image modes: furniture shots isolated on a transparent background with a soft shadow, and inspirational shots showing a cropped segment of furniture within a home-like scene.

Brand System

Imagery treatment: A fixed composition rule — two thirds cropped furniture shot, one third texture — keeps every layout recognisable as SQUR8.
Print templates: Print ad templates in two tracks: inspirational ads and single-product ads, each with headline, collection line and web address.
Social templates: Modular social media templates using the pattern backgrounds and imagery rules for ongoing campaign content.
Governance: Documented misuse rules protect the wordmark across suppliers, print partners and regional teams.