BRAND DEVELOPMENT
An e-Commerce Brand Taps into the Maker Movement
Machen Supply was retail concept which was inspired by the Maker/DIY movement. This was a branded lifestyle experience meant to inspire new homeowners, primarily in urban areas, who were fixing up older homes and building lives that were focused on quality over quantity and building community.
CLIENT
Machen Supply
INDUSTRY
Retail
ROLE
Creative Director
INVOLVEMENT
Naming, Branding (logo & identity) content strategy, photography, company blogs, social media outreach, curation,, website design and deployment, team building.
A Hardware Store Building the New Urban Renaissance
The brand was created in reaction to trends observed at the time: a population flow to urban centers rather than an exodus, urban homesteading, DIY, and the slowfood movements. The store, called Machen Supply, sold everything from galvanized stock tanks to power drills to cast iron pans to plumbing and yes, even the kitchen sink! Machen, meaning “To Make” in German and Supply seemed to best sum up the independent and active spirit of the brand. Recognized brands such as Toto, Kohler, and Porcher were sold on the site.
Taking a Stand Against the McMansion
With my background and interest in design and architecture, I curated all objects sold on the store. This was not your typical hardware store, this was place where one could search based on architectural style or era, find items made in the USA, and even sustainable and green products for your LEED approved project. Moreover, one could even find irrigation sets and chicken coops for your urban farm. Essentially, this was a store for the anti-McMansion set.
Design
Elements of the design were inspired by Americana and artisan craftspeople. Colors and elements reflect an unpolished, raw and authentic aesthetic: factory blues and primary colors, burlap, plywood.
Products were divided into three departments: Hardware, Hearth and Homestead, which reflect a lifestyle of renovation, regeneration and growth.
Press
