The Brand Identity

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Cossette’s vibrant identity for Division Twelve is endlessly customisable, just like the product it represents

Division Twelve is a Canadian furniture company that makes benches, chairs, stools and tables from durable, bent metal and a vibrant range of powder coatings. Their incredible customisation possibilities are loved by interior designers but are not so well known globally due to branding and communication failures. The new design office of Canadian agency Cossette, led by Luis Coderque and Mark Neil Balson, was commissioned to rebrand Division Twelve and help them grow their international reputation.

Cossette saw the rebrand as the perfect opportunity to match the colour palette to the coatings and developed an energetic design system that uses the designers own curation process as a starting point. The combination of layers, colour swatches and textures all stem from this idea, representing creativity and craft without showing the furniture in predictable environments. A 12 column grid system allows for endless customisation within the refined offering of colour blocking and sans serif typography. The new tagline, ‘Get Bent’, is a hard-working twist of whimsy that helps fulfil the brief of inspiring irreverent joy while maintaining a practical edginess.

Alongside the rebrand, Cossette developed a launch campaign that places the furniture over spaces and landscapes that are way out of proportion. The juxtapositions are elevated further by the line ‘Not to Scale’, describing the surroundings instead of the furniture itself.

All brand deliverables are printed on thick uncoated paper with a digital UV press, meaning the colours almost perfectly match the metal powder coatings of the actual product and, therefore, double up as swatch selectors.

Paper: Mohawk Via Vellum / Mohawk Superfine Eggshell
Typeface: Roobert by Displaay

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