EMILIA ABOUT

LES GASPILLEURS
BRANDING DESIGN

Credit Chat GPT Rounded white sticker with the minimalist lamp logo embossed on the center, stuck on a brown paper
Credit Chat GPT White Les Gaspilleurs product tag on natural paper with logo embossed
credit chat gpt woman wearing a beige apron over a white rolled-sleeve t-shirt, with a small brown lamp logomark on the apron.
credit chat gpt mockup of storefront window for les gaspilleurs with opening hours
Credit ChatGPT. Brown couch with two pillows behind a dark rectangular coffee table with books and a candle.
Credit: Chat GPT Stacked cardboard boxes sealed with tan tape labeled with logomarks

LES GASPILLEURS
BRANDING

Brand Strategy
Logo Design
Art Direction

MANDATE

Design a timeless visual identity and branding system for Les Gaspilleurs, a Montreal-based furniture restoration company preparing to open its storefront. The objective was to create a brand that reflects the company’s expertise in furniture repair and refurbishment while communicating sustainability, craftsmanship, and long-term value through a refined and elevated visual language.

THE CONCEPT

Restoration, sustainability, and craftsmanship guided the visual identity for Les Gaspilleurs, positioning vintage furniture as timeless rather than disposable. The logo system reflects this idea through exaggerated tracking and a structured grid that allows each letterform to physically “take up space” within the composition, reinforcing the brand’s mission of giving discarded furniture renewed presence and a lasting and meaningful place within people’s homes.

Credit Chat GPT. Storefront mockup with Les Gaspilleurs logo on the windows.
Credit ChatGPT Man restoring wooden chairs at Les Gaspilleurs workshop wearing beige apron with lamp logo
Credit: Chat GPT Closed beige textured book with embossed logomark design on wooden table near window in neutral room.

INTENDED AUDIENCE

Les Gaspilleurs targets young adults who value unique and high-quality furniture over mass-produced alternatives. The audience is environmentally conscious, design-oriented, and willing to invest in professional craftsmanship and sustainable choices that align with their lifestyle and living spaces.

DESIGN PROCESS

The design process focused on creating a structured and flexible identity system rooted in balance, permanence, and craftsmanship. Alongside the primary wordmark, four supporting logomarks inspired by furniture silhouettes were developed within the same grid system, allowing them to function interchangeably across applications while maintaining visual consistency. The modular approach reinforces the idea of adaptability, while warm materials, restrained layouts, and minimal detailing helped establish an elevated brand atmosphere.

Credit: ChatGPT Scattered les gaspilleurs business cards on a brown surface.
Credit Chat GPT Rounded white sticker with the minimalist lamp logo embossed on the center, stuck on a brown paper
Credit: Emilia Piazza. Mockup of embossed logo Les Gaspilleurs white shopping bag.
Credit ChatGPT. Two smartphones mockup showing an Instagram story by lesgaspilleurs with home interior and text about furniture restoration.
credit chat gpt mockup of storefront window for les gaspilleurs with opening hours

THE SOLUTION

A refined and flexible branding system that elevates furniture restoration through a timeless visual language, allowing Les Gaspilleurs to stand apart from disposable furniture culture while building a strong and recognizable presence across physical and digital spaces.