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Excellence Together
Work completed
Strategy: Naming. Design: Brand Identity System, Brand Guidelines.
Pollen Group
Consolidating a family of furniture brands

Pollen Group is an amalgamation of four individual brands owned by one company – Finewood Furniture. Finewood came to Richards Partners with a challenge – how do we link our four separate brands together while still allowing them to retain their individual brand equity and qualities?

Our first step was to develop a name that captured the essence of who the group was. It was clear this business had a genuine drive to improve people’s lives through the furniture they made and aspired to make. ‘Life’ became a guiding concept for us throughout the creative process. Pollen is a metaphor, a key ingredient for life and the first step in the process of creating functional beauty.

We created a design system for Pollen Group that worked more like that of a retailer, one that allowed multiple products to sit harmoniously under the same umbrella but still allowed each brand to retain its individual character when viewed independently. Surrounding this logic is a subtle visual language that lets the product be the hero.


The overall result is a distinctive brand that reflects the vision of Pollen Group’s leadership – a company creating smart furniture that enhances the space it goes into and the lives of the people that interact with it.

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Previous Project
Excellence Together
Work completed
Strategy: Naming. Design: Brand Identity System, Brand Guidelines.
Previous Project
Excellence Together