Handcrafted furniture with 100+ years of heritage
Beluro isn’t just furniture. It’s a story of timeless design, rooted in over 100 years of Polish craftsmanship. Our task was to create a brand identity and digital presence that honors its legacy—while carving space for modern expression. The result is a refined, confident visual language that speaks to slow living, enduring quality, and the kind of home you grow into, not out of.
Client
Beluro
Project Type
Branding, Web/App Design
Industry
Furniture, DTC
We partnered with Beluro to name, brand, and build their e-commerce experience on Shopify.
Launching a DTC furniture brand is no small feat. Furniture is personal, high-consideration, and inherently physical. So we focused on the details that build confidence: clear dimensions, rich product photography, AR tools, sample kits, and social proof.
Market research revealed what mattered most: authenticity. People wanted to know who was making their furniture and how. Beluro already had that in spades — hand-built quality, generational expertise, and a passion for materials — it just needed a brand to match.
Designing for this launch meant navigating a number of unique challenges, like a sofa builder with hundreds of SKUs and a website fully localized in Polish. Stylistically, we leaned into the tactile, the human, and the architectural:
– A warm, homey color palette paired with clean lines.
– A wordmark inspired by drafting tables and joinery.
– Messaging that reflects the humility and mastery of the makers.
