Sam&Natt Visual Identity

When Sam&Natt, a furniture curator, approached us, they didn’t just want to sell furniture. Bringing the world’s most prestigious pieces from brands like PP Møbler, Carl Hansen & Søn, House of Finn Juhl, and many more to the Indonesian market, they wanted to showcase the heart and history embedded in every item, especially the rich stories of the artisans who shape them.

Each piece of furniture was more than just a product—it was a work of art with its own narrative. They sought to create visual branding and a website that could bring those stories to life. Their vision was clear: to blend Nordic-inspired simplicity with a modern, soulful identity.

We began by designing a logo that would serve as a symbol of Sam&Natt’s philosophy.
A wooden joint was integrated into the “T” of “Natt”, representing strength and craftsmanship, while the handwritten “&” added a human element, softening the bold “SAM” and “NATT” typography. This balance of assertiveness and human touch embodied the brand’s essence, making it both visually striking
and deeply meaningful.

For the website, we crafted an immersive experience that went beyond showcasing curated furniture. We designed a platform where users could not only explore the artisans’ stories behind each piece but also discover the essence of Sam&Natt itself as a brand.

Every page was thoughtfully designed to reflect both the intricate craftsmanship of
the furniture and the passion that fuels the brand. Visual storytelling played a central role
in the design, turning the website into more than just a marketplace–it became a narrative-driven space where Sam&Natt’s story, the artisans’ journeys, and the artistry of each piece come together in harmony.

In addition to the logo and website, Sam&Natt’s branding further came to life
through its color palette—a story in itself, capturing the essence of the Nordic landscape.
This palette, called the “9 Picturesque Colors”, was inspired by the color palette of Hans J. Wegner and Ilse Crawford pieces, celebrating the raw beauty of plants, minerals, and soil.

From this collection, three key colors emerged to embody Sam&Natt’s spirit.
Seaweed Green, reminiscent of lush Nordic plants, symbolizes harmony, life, and health.
This color reflects the nurturing qualities that Sam&Natt infuses into each
of their curated furniture.

Second color is Krylon Almond, a warm and natural shade, echoes the comfort and care that Sam&Natt extends to their customers. This color resonates with the brand’s commitment to ensuring a thoughtful experience from product selection to after-service.

Last, Shaded Sun Yellow introduces a vibrant touch, radiating optimism and freshness.
This color perfectly symbolizes the passion and energy that infuses every piece curated by Sam&Natt, reflecting their dedication to quality and artistry.