Undertaking the rebranding exercise for one of Singapore’s leading designer furnishing retailers, we began by simplifying the old arrangement that was “X•tra” to achieve a clean and timeless presentation.

The distinctive “X” draws its strength and inspiration from cross-sections found in classic designs like the Eames La Chaise. Thicker at the centre and tapered at the ends, it appears strong yet elegant as a focal point and differentiates itself from modern typefaces.

A palette based on dark metallic black and rich earthy tones was defined to reflect the brand’s character of confident sophistication.

Equally important was XTRA’s decision to adopt our recommendation of a monolithic brand architecture. All retail groups now come under a single XTRA brand while non-retail groups became brand extensions such as XTRA OFFICE and XTRA CONTRACT.