A brand identity and visual communication ideation for an exclusive manufacturer of high-quality flooring.
Torp Gulve is a manufacturer of high-quality flooring made from high-end real wood. Black was asked to create a brand that was sophisticated and subtle, and allowed the products and images to shine.
Sophisticated and Subtle
In 2004, Johan Madseen stumbled upon a noble Douglas log at a little sawmill in an old forrest. It was love at first sight. Johan got a local carpenter to process the log into flooring using only the best artisanal methods. He then went home to Denmark with the Douglas floorboards to see if people shared his enthusiasm for a world class natural product.
With high-end products like those offered by Torp Gulve, it’s important for the visual identity to make the products shine. We opted for a sophisticated and subtle look, which gives images and products room to breathe.
The typography embodies the feel of wood and the sophistication of the products. We selected Stag Italic for headlines and Gotham for the text. As for the color palette, we focused on light and unobtrusive colors and accents.