Walnut Wood Works is a manufacturer of custom wood countertops and floating shelves based in Bell Buckle, TN. They design, build, and ship to residential and commercial customers across the country. Marrying traditional craftsmanship with modern manufacturing methods, the company set themselves apart early on with a commitment to constant improvement. After experiencing tremendous growth, it became clear that their brand experience did not reflect the quality products and services that their customers have become accustomed to. Knowing the importance of brand image in establishing trust and gaining loyal customers, they turned to astute to craft an experience that will serve them for years to come.

The first stop on our journey with Walnut Wood Works was cultivating a unique voice for them. After gathering key information from an exploratory workshop with their team, we used the 12 Jungian Archetypes as a framework for discovery. We identified the foundational elements of who they are as a company, and through the process, defined and built them a 3-dimensional brand.

One of the most critical parts of brand exploration is defining the brand’s identity and voice. We consider the personality traits that should be demonstrated consistently, and those that should be avoided. For this engagement, we crafted definitive guidelines on sentence structure and word choice to support their tone. We worked intently to understand and define a voice, tone, and personality that rings true for Walnut Wood Works — one that balances independence with dependability.

Once we cultivated a definitive voice for Walnut Wood Works, we crafted a visual identity to bolster their unique brand experience. Leaving no detail unexamined, our design team developed a custom color palette, a clean, modern logo, and updated typography that works effortlessly with their new brand mark. Taking notes from the findings of the archetypal analysis, our team took on an expansive exploration to create a cohesive feel of nature and independence through warm tones and bold marks. Then, to create a seamless transition for their team, we put together a comprehensive brand guide detailing the proper application of elements.