Pepper Design Brand Identity [DRAFT]



Project Overview

Pepper Design creates beautiful kitchens and living spaces customised to the individual. Collaborating with their clients and bringing them the very best of European products, appliances and furniture, Pepper Design's integrated approach ensures the result is completely tailored to the end user. Aer Design was engaged to create a brand and digital strategy which reflects Pepper Design's attention to detail and client focussed attitude.

Project Commissioner

Pepper Design

Project Creator

Aer Design


Jenny McLaren—Creative Director
Jessica Louey—Designer

Owen Davey—Developer

Project Brief

For more than a decade Pepper Design have been representing some of the world’s leading brands of kitchens, appliances and furniture. With the launch of its new, state-of-the-art 3-level showroom in Church Street Richmond, the heart of Melbourne's design district, Pepper Design was in need of a new brand identity and strategy which would effectively represent them as a high-end brand, offering advanced levels of personal service and individual design for the premium market, coupled with providing the best in luxury appliances and furniture. The brand had to capture Pepper Design's passion, commitment and collaborative attitude in designing beautiful spaces for 'life'.

Project Innovation/Need

One of the core values of Pepper Design is their ability to customise a living space for their clients, ensuring the finished space is always functional and a pleasure to experience. The customised typography and icon used within the brandmark personify this brand value. The subtle tweaks made to each shape reflect the attention to detail and customisation of Pepper Design. The unique plus symbol used in the brandmark also represents the idea of flexibility, as customers are able to tailor their designs during the design process with Pepper Design. The use of the strapline 'Kitchens Interiors Life' was created to represent the brand's key principle of designing real spaces for 'life'. The strapline is used across the suite of collateral, appearing in a different position each time to further emphasise the brand's flexibility and ability to adapt to their customer's needs.

Design Challenge

The overall design challenge was to create a brand to represent Pepper Design as leaders in bringing luxury European kitchens and interiors to Australian households. For audiences to understand that Pepper Design was not just a kitchen showroom but actually offer complete service, from design concept to installation, was key. The customised plus icon was created to represent how a custom designed space can add value to everyday life.


The design solution delivers a unique and distinguishable brandmark, with customers being able to recognise and relate to the brand. The use of the strapline 'Kitchens Interiors Life' resonates strongly with customers as they are able to see how the Pepper Design service can improve their living space both aesthetically and functionally. The suite of collateral also carries out the brand style successfully, communicating the sleek, high end nature of Pepper Design.

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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