Arco is a contemporary furniture brand that designs, develops and produces. Creative Director Jorre van Ast leads the family business in the fourth generation. For more then 110 years the company and factory is based in the east of the Netherlands, in Winterswijk within a dense forest area. Therefore Arco is specialised in wood working, with a strong focus on tables and chairs as the core of their collection.
The branding and identity is based on the local production and documentation of the surrounding, the factory and the people. To support the communication, the Arco manifesto has been written focusing on the ‘we’. It ranges from ’we are arco’ and ’we make tables’, to ‘we produce local’ and ’we last generations’. The colour palette refers to the natural shades that can be experienced in the forest, the greens of the leaves, the browns of the soil and wood and the blue of the sky. A grid of columns serves as a solid and recognisable foundation of the design for different formats. The identity is developed across several media including print, website, social media, spatial graphics and film. Next to the design, Raw Color advises Arco in the art direction of photography and storytelling of the brand.
Strategic Consultancy: Corinne Genestay, Ronnie Besseling
Art Direction: Jorre van Ast, Raw Color
Communication: Jony van den Mosselaar
Project Assistance: Anne Kolkman
Photography Documentary: Mike Roelofs
Photography Studio: Pantze Images
Arco Introduction film
Strategic Consultancy: Corinne Genestay
Art Direction: Jorre van Ast, Raw Color, Mike Roelofs
Copy: Donald Nolet
Camera & Editing: Mike Roelofs, Teun van Beers
Arco Introduction Film from Arco on Vimeo.
Video, Duration 01:53