A laid-back brand and eCommerce solution for an ethical furniture company that designs for tomorrow.

As the owners of Modern Times, the client has spent 10 years hunting down, restoring, selling and sitting on the world’s best vintage European furniture. Their learnings inspired them to create a new range of sofas that blend vintage craftsmanship with contemporary living.

Permanent Future is all about seating that will last the test of time, with a focus on ethical and sustainable practices: responsibly sourced timber, cruelty-free textiles, no nasty chemicals. The company required a brand, marketing collateral and eCommerce platform to launch their new offer to the public.

Solution

Permanent Future is not defined solely by sustainable manufacturing practises. The brand needed to go beyond a cause and appeal to a savvy audience who equally value design, quality and comfort.

We positioned the brand as a laid back alternative to an industry that traditionally takes itself very seriously.

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Shopify, only not.

The Permanent Future website is a headless Shopify site, meaning that the frontend could be completely bespoke while still utilising Shopify for the inventory and checkout. This solution is cost-effective to set-up without compromising on design.

Photography by Elise Scott captures the sofas in real homes while styling by Marsha Golemac is intentionally informal. This not only kept production costs down, but also added to the relaxed feel.

The great thing about working with Self-titled is knowing they will go beyond where our thinking is today and will build a framework for the brand to grow into.

Joel Malin, Founder, Permanent Future

Credits