Barcelona, Spain
Monday to Friday
from 09:00 to 18:00 CET
24 working hours.
Full proposal in 48.
Branding and digital architecture studio in Barcelona
Retail and vintage furniture, Barcelona
Full brand identity and online store for a vintage furniture and home decor shop in Barcelona.
The challenge
Deco Reg does not sell secondhand furniture, it sells an edited selection: pieces chosen one by one, from mid-century design to artisanal work. Objects with a past for rooms with a future.
The problem is that vintage competes in a field saturated with flea markets, resale platforms and uncurated Instagram accounts. Without a brand that communicates curation, a 1962 Danish chair looks the same as a copy.
An identity was needed that conveyed judgement and permanence, and that would work equally well on a price tag, in a shipping box and in an online shop.
What we did
The heart of the identity is a monogram that removes the vertical stem of the R. Two horizontal arms reach a shared terminal and the eye completes the letter. That absence is the idea: it is restored, not reproduced.
We built the entire system around that piece, with only three approved lockups and no new combinations permitted, so that the brand does not degrade with use.
The result
The online shop, the price tag, the dry embossing and the square social media format all come from the same system, without any piece needing to be reinvented.
The manual finalises the decisions just once: which lockup to use, how much air to leave, what never to do. From then on, producing new material is a matter of applying, not deciding.
The project was delivered within a tight deadline, something the client expressly highlighted in their public review alongside the studio's responsiveness.
Let's talk
Tell us. Full proposal within 48 hours, with fixed scope, timeline and price.
Boutique branding and digital architecture studio.
Barcelona, Spain.