Spruce
Sustainable living simplified.

Project description

With the rise of fast furniture, home furnishings like sofas and mattresses are becoming a significant source of global waste. In Bangkok alone, nearly half of the city’s bulky waste comes from discarded furniture.

Spruce, Thailand’s first designer furniture subscription service by luxury furniture retailer Chanintr, aims to change this with a sustainable model that extends the life of each piece through a refurbishment program.

Inspired by the organic curves found in modern Scandinavian design and nature, the Spruce logo features an r–u ligature, symbolising our connection to both our environment and each other. When flipped and rotated, this ligature transforms into an elegant ‘S’ monogram, serving as both a brand emblem and a distinctive social media icon.

sprucesimple.com︎︎︎

Project credits

Creative Directors
Brett Wickens
Jeremy Matthews

Design
Jeremy Matthews

Strategy
Brett Wickens
David Begler
Regina Connell
Jeremy Matthews

Copywriting
David Begler

Web design
Sons&Co.

Typefaces
Soft Machine
Formula Type

Client team
Chanintr Sirisant
Uracha Chaiyapinunt
Teerin Julsawad

Product photography courtesy of
Carl Hansen & Søn
Chanintr
Ethnicraft
Menu
Sketch