BASED IN TAURANGA · WORKING WITH BUSINESSES ACROSS NEW ZEALAND & WORLDWIDE
Wooden That Be... Brand Identity Case Study
A strategic brand identity project demonstrating how thoughtful branding can elevate how a business presents itself and connect with its audience.
Project Overview
Wooden That Be is a handcrafted reclaimed wood business specialising in bespoke wooden pieces designed with care and craftsmanship.
The project involved developing a brand identity that would reflect the quality of the work being produced while presenting the business with a clear, professional presence.
This brand identity case study demonstrates how thoughtful design can help a craft-led business communicate its expertise and create a cohesive foundation for future marketing and growth.
The Starting Point
Wooden That Be was an emerging business built around a strong passion for craftsmanship and custom timber work.
While the quality of the work was clear, the business required a brand identity that could communicate this professionalism to potential clients.
The brand needed to:
reflect the handcrafted nature of the work
communicate quality and attention to detail
feel professional and credible
translate across both digital and printed materials
The goal was to create a visual identity that felt authentic to the craft while presenting the business with clarity and confidence.
The Brief
The client required a brand identity that could represent the craftsmanship and care that goes into every piece created.
The brand needed to:
reflect natural materials and handcrafted work
feel timeless rather than trend-driven
communicate skill, trust, and professionalism
work across business cards, marketing materials, and digital platforms
The identity needed to strike a balance between warmth and professionalism, allowing the craft itself to remain the focus.
A Strategy-Led Foundation
Before developing the visual identity, the project focused on clarifying how the business should present itself.
This included defining:
the personality of the brand
the tone of communication
visual cues that could reflect craftsmanship and natural materials
how the brand would translate across different touchpoints
Establishing these foundations ensured the brand identity would feel cohesive and purposeful rather than purely decorative.
The Brand Identity
The resulting identity balances simplicity with warmth, reflecting the handcrafted nature of the business.
A considered typographic approach provides a confident and professional presence, while subtle visual elements reference the natural materials and craftsmanship at the heart of the work.
The identity was designed to feel timeless and adaptable, allowing the brand to evolve alongside the business.
Brand Application
Once the identity was established, the brand was applied across a range of touchpoints to support the business.
These included:
brand collateral and printed materials
marketing assets
digital brand elements
Developing a cohesive system ensured the brand could present itself consistently across both client interactions and marketing materials.
The Outcome & Brand Impact
Wooden That Be now has a brand identity that reflects the craftsmanship and care behind the work being produced.
The identity provides a clear and professional foundation for the business, allowing it to present its services with confidence while remaining authentic to the craft.
A Note on Process
This brand identity case study reflects my approach to branding, particularly for businesses at the beginning of their journey.
By starting with strategy and building with intention, new brands can enter the market with confidence, clarity, and cohesion, without needing to rely on trends or excessive visual noise.
How This Approach Applies to Wedding Businesses
Many of the wedding professionals I work with reach a similar point: their business has evolved, but their brand no longer reflects the level of experience they offer.
A strategic brand identity helps bring clarity, cohesion, and confidence to how a business shows up across every touchpoint.
You can learn more about my approach to branding for wedding businesses here.
Related Work
Explore more strategic brand identity case studies and branding projects in the portfolio for wedding and creative businesses.
Elevate Your Brand.
If you’re starting a new business, or rebuilding from the ground up, strategic branding can provide the clarity and confidence needed to begin well.
