Clients: Cwtch Culture Ltd
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Cwtch Culture is a lifestyle commodities provider based in Exeter. Established in February 2008 by a group of individuals that appreciate the hectic demands of modern life, Cwtch Culture believes comfort is an important commodity. The company has a vision to promote lifestyles that allow everyone to experience maximum levels of comfort when we are lucky enough to grasp it – beginning with a cushion that gives the owner opportunities to do just this.
The Cwtch Cushion is the first product designed by the Cwtch Culture community. Featuring the slogan 'It's nothing like a beanbag', Cwtch Cushions are made with memory foam to offer a more smart, long-lasting and comfortable alternative to beanbags and sofas. Originally developed by NASA to decrease the pressure caused by extreme g-force during the take-off of the space shuttle, memory foam is denser than ordinary beanbag filling or foam sofa-cushions, and adapts to every individual’s own weight and shape.
Sound in Theory worked with Cwtch Culture to create a brand that reflects their company’s vision and the products they create. This graphic identity needed to establish them as a modern, innovative company, whilst reflecting the key values of their company superbly and appealing to a market that want innovative, extremely durable products that provide ultimate levels of comfort.
Using a visually striking, distinctive typeface and colour scheme, Sound in Theory produced a brand and logo for Cwtch Culture that is strong, inviting and arresting.
The new branding’s colour and typeface suggests cosiness and durability, which reflects the word ‘Cwtch’: Welsh for ‘affectionate hug’ without appearing saccharine. It mirrors Cwtch Culture’s enduringness and durability through the togetherness of the joined-up typeface, which has soft edges to also show their products’ comfort. The vibrant colour of the Cwtch cushions proved to be perfect for the Cwtch Culture visual personality – being a shade of burnt orange that reflects the warmth of the company beautifully. Due to the nature of Cwtch Culture’s inaugural product – the Cwtch Cushion – the branding has a youthful vibrancy that will appeal to people in shared houses looking for an alternative to a sofa.
Cwtch Culture has spent the summer travelling throughout the UK to various festivals, road-testing their cushion and new brand. The feedback they have received has been overwhelmingly positive.
Client Testimonial
We knew what we were going to get when we brought Sound in Theory on board to develop our branding package. Not only was the end result particularly pleasing, but each step of the journey was one that reassured us that we had made the right decision. We were kept well informed of the progress of the work, and were given the opportunity at each key stage to provide further input to the process. The team was extremely likeable and professional and really proved to us that if you want quality results, then you have to go for quality people...
Ibe Ikoh, Owner and Director | Cwtch Culture Ltd
Responsibilities for Cwtch Culture Ltd