Baske
Naming, positioning and a full identity for a new Portland and Kennebunk home goods store, open online and in store from day one.
Angela Foddrill already ran two well-loved Portland shops, Bliss and Little, when she planned a third: a home goods store. The challenge for our First Pier team was making it clearly its own brand while still feeling like it came from the same eye.
Positioning came first. Workshops defined the core customer as people who furnish a home deliberately and want indoor and outdoor living to feel connected. That led to the name Baske, from "to bask," and the line the brand rests on: Objects for Living.
The identity centers on a hermit crab, an animal that chooses its home, carries it and trades up when it no longer fits. A flowing wordmark and a coastal palette of sage, terracotta and soft blue complete the system, documented in full brand guidelines with seasonal palettes and applications from shopping bags to signage.
Baske opened in Portland and Kennebunk with its stores and online shop running together, and saw strong seasonal sales right after launch.
They weren't just building a website—they orchestrated the entire launch of our business. From branding to POS to marketing, they thought through every detail and gave us a scalable foundation.
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