Playful Brand Identity And Campaign For A Canadian Furniture Company

Quagga, a Canadian furniture company known for minimalist, tool-free platform beds, needed a brand that matched the playful ease of its assembly. Newkid repositioned Quagga as the furniture company on a mission to mend your relationship with furniture, unifying the brand under the expression “Playfully Made.” The identity reimagines instruction-manual codes through a playful lens—embracing diagrams and assembly language—anchored by bold typography and saturated colors so minimalist frames stand out. The idea extends across packaging, mobile, motion, layouts, and banners, and introduces gamified assembly challenges with publicly posted best times to celebrate speed and mastery. Photography by Louisa Nicolaou and a website with B9 Digital supported the rollout, with press coverage from The Brand Identity amplifying the launch.