Sam&Natt
Client
Industry
Bringing artful stories to life with visual designs
Agency
Scope of Work
- Web Development
BACKGROUND
A vision rooted in
craftsmanship and stories
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.
CHALLENGE
Merging bold design with human touch
The challenge was to create a brand identity that balanced assertiveness with warmth, reflecting the craftsmanship Sam&Natt cherished. The logo needed to be distinctive, representing both the precision of the craft and the humanity behind it. Additionally, their website had to go beyond simple product listings—it needed to tell the stories of both the artisans and Sam&Natt themselves, immersing visitors in their journey and each piece, while remaining visually captivating and user-friendly.
Website Experience
A vision rooted in
craftsmanship and stories
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.
A STORY OF COLOR
The palette that
defines Sam&Natt
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.
RESULT
A harmonious blend of modern design and timeless storytellingA harmonious blend of modern design and timeless storytelling
The final result was a brand and website that seamlessly combined modern aesthetics with the timeless stories of craftsmanship. Sam&Natt’s identity now reflects their passion for both design, storytelling, and the artisans behind each piece. The website, enriched by visual storytelling and a color palette that evokes the essence of nature, offers an engaging, immersive experience, and honors the artistry behind every chair, table, and handcrafted piece they curated.