rebrand project:

Geitgey's Amish Country Furnishings

Geitgey’s Amish Country Furnishings is a high-end retailer specializing in handcrafted Amish, solid wood furniture, quality upholstery, Amish-made wood and vinyl playsets, outdoor structures, and poly lumber outdoor furniture. The goal of this project was to elevate and modernize the brand’s look and feel.

A key challenge was addressing the common misconception that Amish-made furniture is limited to traditional or dated styles. In reality, Amish craftsmanship spans a wide range of aesthetics—from classic Shaker and Mission to modern and contemporary, and everything in between. This rebrand introduces a cleaner, more refined visual identity that better reflects that versatility and craftsmanship.

Former Logo

The original logo established a strong traditional foundation for the brand. As the business evolved, there was an opportunity to broaden the visual identity to better reflect the full range of styles offered, extending beyond traditional perceptions of Amish furniture. From a production standpoint, the absence of a vector version limited scalability for large-format print. Additionally, the circular typography presented an opportunity for refinement in kerning to improve overall balance and legibility.

Rebranded Logo

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