Founded in 1958, Sample House grew from a Victorian house on Ruth Street in Dallas into a family-owned brick and mortar business with its current seven area locations. Known for their unique mix of affordable gift items, candles, and décor, they continue to place the same emphasis on tradition and a personalized customer experience all while trying to challenge convention.
In 2017, just shy of the company’s 60th anniversary, they looked to refresh their brand identity and embrace the industry changes that have come with the six decades that have passed since its inception.
CRP teamed up with the Sample House family to design a comprehensive rebrand that not only modernized the family business for the future, but also paid homage to the generations who came before.
The process began with a brand workshop, aimed at aligning key stakeholders by identifying the company’s core philosophy. Once a strategic foundation was established, CRP embarked on a top-to-bottom overhaul of their identity system, including a new signature logo, authentic messaging, streamlined typography, a natural and airy photography style, and brand colors all inspired by the warm and inviting Sample House brand. The updated logo includes a heritage line, which aims to educate new customers on the history of the brand, while the wordmark was carefully crafted to reinforce the recognizable look and feel of The Sample House and convey the message, “come on in and make yourself at home!”
The Sample House’s core philosophy is that “retail has the power to create memories; and it doesn’t happen with the click of a button.” This drove many strategic tactics for the company, including the deliberate decision to not sell product on their website. The resulting new brand identity mirrors the warm and friendly qualities of Sample House while complementing the company’s long-standing heritage and the commitment to delivering authentic experiences for years and generations to come.
Branding Positioning and Strategy