Standard Equipment

25 Jun 2024

Standard Equipment

Standard Equipment is an up-and-coming homewares and furniture company from Toronto, Canada, with a unique approach to design that combines utilitarian influences with a sense of fun inspired by the founder’s background in toy design. 

newkid was brought in to establish the brand strategy, visual & verbal identity, and website, building on the foundation of the products themselves. As algorithms have driven an increasing standardization of taste and lifestyle, we saw an opportunity to flip the idea of standardization in the company name on its head, to position Standard Equipment as the creators of “Tools for Non-Standard Living.”

The visual and verbal identity found their inspiration in the practicality and process of industrial manufacturing; a world of technical descriptions and seals of quality. The goal was to create a brand that fit seamlessly into that pragmatic style, while threading moments of wit and personality into the details; from pops of color in the website navigation, to snappy product copy that leans into the ‘non-standard’ side of the brand.

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