When longtime collaborator Angela Foddrill approached us to develop a brand for their new home goods store, the challenge was clear: translate two decades of retail expertise into a distinct identity that would stand apart from their established Bliss and Little boutiques while speaking to customers who value thoughtful, intentional living.
Angela came to First Pier with a concept for a home goods store and a need to differentiate from two already-beloved brands. The new store required its own distinct personality—one that could stand on its own while still living within the same family of businesses.
Through strategic positioning workshops, we identified a core customer persona—aesthetically minded professionals seeking elevated homewares that bridge indoor and outdoor living. This led us to develop Baske, a name derived from the verb "to bask," evoking the warmth and comfort of a well-designed home. The visual identity centers on a hermit crab illustration—a deliberate choice that mirrors how Baske's customers carefully curate their living spaces, much as hermit crabs thoughtfully select and carry their homes. Paired with a flowing wordmark and a coastal-inspired palette of sage greens, warm terracottas, and soft blues, the brand conveys both premium quality and approachable charm.
We delivered comprehensive brand guidelines including primary patterns featuring the hermit crab motif, seasonal color palettes, positioning language emphasizing "Objects for Living," and a complete visual system spanning shopping bags to storefront signage—a brand identity as thoughtfully curated as the homewares it showcases.
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