Starting off on the right foot.
Charter Oak Woodworking started off as a passion project. When founder Paul Needham wanted to take his craft from a hobby to a side hustle, he needed a logo that expressed to customers who he was and the level of craft and care they’d get from each handmade item he sold.
Finding the unique moment of delight.
Founder Paul Needham is a Connectican now based in Houston, TX. A self-taught woodworker, his products are rustic — rough-hewn, incorporating found objects, and utilitarian. The identity needed to communicate to customers what Paul made. Being a side-hustle, we built the identity around Paul’s personal background and personality. The strong but worn typography was paired with an oak tree (the state tree of Connecticut) that has grown into the state of Texas. Paul has begun to build a successful online presence and following, seeing a significant increase in orders on his sports-themed coat racks.
“If people saw this logo before they saw any of my work, they could probably pick it out of a lineup.”
— Paul Needham
Roles
Brand Strategy, Design