Square Roots

Furniture with character


Brand messaging
Identity development
Brand guidelines
Promotional materials
In-store signage

Working in the UK and Vietnam, Square Roots is the union of two British designers – one a woodsman, one an alchemist – both inspired by handmade, sustainable, solid wood furniture. They were looking to refine their messaging and develop their identity to help them stand out in an international market.

They needed help clarifying their message, refining the brand identity to work across all communications and to make them stand out in an international market. They wanted a brand that would reflect their passion, inspire creativity and tell their story.

Taking ‘Every tree has a story’ as the starting point we worked with Toby from Ingram & MacIntyre to develop brand messaging and a design system to work on B2C collateral across point of sale materials and beyond, clearly communicating the benefits of non-standard furniture and demonstrating how to communicate key selling messages to their consumers in store.

“Mytton Williams have been a pleasure to work with. They quickly understood our brief and worked collaboratively with us to define and develop our brand. They share our love of design and helped us to beautifully articulate who we are – internally and to our customers. The team is small enough to work directly with the designers, but big and experienced enough to handle an international B2C brand. The end result is considered, creative and we now look like a trusted brand in the market – we are delighted”

Ed Stoddart, Director, Square Roots