Studio Quiche

CF Kent —

Branding & Web Design for a High-End Hospitality Furniture Manufacturer

Brief

CF Kent entered the project with the bones of a heritage brand. The company was built on long-standing relationships, trust, and a reputation for craftsmanship within the contract furniture world.

But in a high-stakes B2B market, credibility alone is not enough. In an industry where hospitality designers expect both strategic thinking and visual sophistication, the brand lacked the presence required to compete at the highest level.

CF Kent did not need reinvention. It needed evolution. The challenge was to honor decades of equity while repositioning the company as a design-forward collaborator for contemporary hospitality projects.

CF Kent entered the project with the bones of a heritage brand. The company was built on long-standing relationships, trust, and a reputation for craftsmanship within the contract furniture world.

Brand strategy & messaging

Visual identity system

Web design & content

Sales collateral & pre-sell brochures

Social strategy & campaigns

Strategy

The core strategic shift was moving CF Kent from vendor to partner.

Our work began at the foundation. Messaging was reframed from purely functional and service-oriented to confident and collaborative. A new tagline positioned CF Kent as a co-creator, involved from ideation through installation, rather than a transactional supplier.

Visually, the strategy embraced contrast as a signal of capability. CF Kent operates at the intersection of engineered precision and human craft, and the identity needed to reflect both.

Key strategic decisions included:

Collaboration over commodification. Language and positioning emphasized partnership and shared authorship.
Contrast as character. A modernist-meets-organic visual system reflected the balance between technical rigor and material sensibility.
Confidence through color. A saturated primary color, unexpected in a category dominated by neutrals, established immediate recognition and visual authority.
System thinking over singular moments. The identity was designed to scale across web, sales collateral, and pre-sell materials without dilution.

Each decision was made to signal presence, not trend adoption.

Kristin Silva

Ashley Cee Domers

Alec Asten

George Sherman

Kristin Silva

Ashley Cee Domers

Alec Asten

George Sherman

Kristin Silva

Ashley Cee Domers

Alec Asten

George Sherman

Results

The evolved brand system gave CF Kent the clarity and confidence required to compete in a design-led B2B landscape.

Messaging now positions the company as an essential collaborator within the hospitality design process. The visual identity cuts through category sameness with restraint and intention, allowing CF Kent to claim space without sacrificing credibility.

Across digital, sales, and campaign touchpoints, the brand now communicates what the company has always delivered. Precision, partnership, and craftsmanship with presence.

The evolved brand system gave CF Kent the clarity and confidence required to compete in a design-led B2B landscape.

Across digital, sales, and campaign touchpoints, the brand now communicates what the company has always delivered. Precision, partnership, and craftsmanship with presence.

The result is a brand that leads with clarity, confidence, and composure —equipping CF Kent to step into larger rooms and more influential conversations.

The result is a brand that leads with clarity, confidence, and composure —equipping CF Kent to step into larger rooms and more influential conversations.