Brand Identity And Website For A Homewares And Furniture Company

Standard Equipment is an up-and-coming homewares and furniture company that blends utilitarian rigor with playful cues from toy design. Newkid developed a visual and verbal system positioning the brand as “tools for non-standard living,” assigning each product both standard and non-standard uses to express personality. The identity draws from industrial manufacturing’s technical language and quality seals, balancing pragmatism with wit through details like colorful website navigation and snappy product copy. Online, Newkid created a site loader that mimics the brand’s distinctive screw-locking mechanism, timing the animation to the screw’s length. A comprehensive brand manual establishes a replicable framework for future products and applications. Web development was completed with Christina Kosik, and the project received coverage from The Dieline, The Brand Identity, Visual Journal, and Brand New.