Standard Equipment

Standard Equipment is a new furniture company that combines utilitarian influences with a sense of fun inspired by the founder’s background in toy design. We were tasked to establish Standard Equipment as a company in the design community. As algorithms have driven an increasing standardization of taste, we saw an opportunity to flip the idea of standardization in the company name on its head, positioning Standard Equipment as the creators of “Tools for Non-Standard Living.” Each product in their catalog was assigned a 'standard' and 'non-standard' usage to add personality to the brand.