Standard Equipmentby Newkid from Toronto

Standard Equipment is an up-and-coming homewares and furniture company, with a unique approach to design that combines utilitarian influences with a sense of fun inspired by the founder's background in toy design.

As algorithms have driven an increasing standardization of taste and lifestyle, Newkid saw an opportunity to flip the idea of standardization in the company name on its head, positioning Standard Equipment as the creators of "Tools for Non-Standard Living." Each product in their catalog was assigned a 'standard' and 'non-standard' usage to add dimension and personality to the brand.

The visual and verbal identity found their inspiration in the practicality and process of industrial manufacturing; a world of technical descriptions and seals of quality. The goal was to create a brand that fit seamlessly into that pragmatic style, while threading moments of wit and personality into the details; from pops of color in the website navigation, to snappy product copy that leans into the 'non-standard' side of the brand.