Peck&Burl
Peck&Burl brings simplicity and joy to the experience of learning about, specifying, and buying hardwood flooring, with two distinct sub-brands: one for builders and contractors, the other for architects and designers. The scope of work for this concept, developed for a group of entrepreneurs, included market research, naming, business plan, identity design, website, apparel, collateral, and social media.
Peck&Burl is a new trade and retail concept designed to bring simplicity and joy to the process of learning about, specifying, and buying hardwood floors for everybody: builders, homeowners, designers, installers, and architects.
An in-depth research project began with two original e-mail surveys: one written for residential builders, remodelers, and general contractors, and the other for architects and designers. The surveys revealed valuable data about the products, vendors, selection criteria, projects, and pain points that matter most to the more than 5,000 professionals sampled. Combined with independent research and the full-day brand workshop I led, this study informed every aspect of brand development, from writing the business plan to designing marketing collateral.
The name is inspired by peck and burl, two defects that create character in wood grain patterns. Like the ancient Japanese art of Kintsugi, in which broken pottery is repaired using gold so that breaks are emphasized rather than disguised, we celebrate the natural effects that make wood more unique, more beautiful, and more valuable.
The logotype conveys strength and personality, rendered in a customized version of the typeface Tiempos. I modified several letterforms to emphasize the pointed, wedge-like shapes in the design and to further heighten the contrast in this extreme weight.
The woodpecker mascot perched atop the ampersand lets us know that, while the company takes its customers seriously, it strikes a more playful tone for itself. Woodpeckers symbolize persistence, and the illustration adds lightheartedness and a further connection to the natural world. Forrest, as we named him, is usually seen pecking and serves as a mnemonic to help name recall.
The brand standards were developed to reinforce the concept of simplicity and joy. The Museo Sans and Museo Slab families were selected for their modernity, expansive range of weights, and pleasing contrast with the logotype. Colors are intentionally neutral to allow product and installation photography to take center stage.
The P+B monogram that serves as the basis for many of the secondary badges is composed of a stylized P, plus sign (+), and B in a single cohesive shape. For an extra bit of serendipity, when rotated 180°, it reads as an ampersand.
I organized the brand architecture as a corporate entity operating two distinct sub-brands: Peck&Burl Provisions for its builder and contractor storefront and Peck&Burl Design for its architect and designer showroom. Each sub-brand features audience-specific content on their separate social media accounts.
I wrote a sort of manifesto as a touchstone for both sub-brands. More than a mission statement, simplicity & joy represents a succinct expression of the Peck&Burl difference while serving as a rallying point for new employee recruits.
The identity program was further extended with a collection of badges, wallpapers, and patterns for print, online, and showroom use. These were the basis for materials such as labels for various uses, including wood samples and private-labeled provisions, such as wood flooring adhesive.
Not only is the e-commerce website useful in offices and on job sites, but it can also be accessed on tablets provided in the Provisions store, to expedite order placement and pick-up. Phase one includes the Peck&Burl Provisions online store, along with a library of resources such as warranty information and installation videos.
A line of branded apparel and custom wood name tags were designed for the Peck&Burl staff. In addition, I created a suite of business papers, including stationery, envelopes, forms, and business cards, with an eye toward simplicity and clarity. The mission is to make life easier not only for buyers but for teammates, too.
Branded vehicle wraps feature an oversized, perching Forrest to attract attention. The long block leading to the Provisions store faces a large empty lot, the fence around which was skinned with custom directional signage to guide visitors.
