XTRA – 30 Years of Serious Pleasures

With a direct link to XTRA’s rebranding in the early 2000s, &Larry was a natural partner to craft the messaging and logo for the 30th anniversary of Singapore’s pioneer purveyors of high quality designer furnishings. For this important milestone, we took a  retrospective approach to review the XTRA’s growth and change through the decades.

Going back to its roots as an early champion for the mid-century classics of Ray and Charles Eames comes the message of “30 YEARS OF SERIOUS PLEASURES”. It is a reflection of how founder Lim Choon Hoong took his personal love for design beyond that of a hobby into a serious undertaking to bring great designs to the Singapore market. XTRA has since outgrown the role of mere retailer to become a design advocate and even educator – bringing in quest speakers from both established brands and rising stars in the industry.

Designed with hand drawn type, the logo is a tribute to the hands-on spirit of furniture design – and an acknowledgement to the growing maker culture, where customers are just as likely to have a hand in co-creation and personalisation instead of just passive consumption.

The ‘XXX’ is a tongue-in-cheek nod to XTRA’s three decades of existence, as well as a hint at its willingness to embrace the raw energy and street sensibility of today’s designers and design connoisseurs. Together with the type variations for the tagline, the result is a bold declaration of XTRA’s continued evolution in its relationship with design and lovers of good design.

It takes two hands to clap. If you like what you see and are interested in working together with us, let’s chat.