Principle Design

Alex Earl: Furniture, Lighting, Sound Branding

Alex Earl and his talented team craft beautiful pieces of fine art in the form of furniture, lighting and sound systems from their workshop in Melbourne’s intercity suburb of Collingwood.

Principle Design collaborated with Alex to refresh his brand in order to align with his new business goals and target market. Looking to attract a new demographic of clientele who seek his immaculate craftsmanship and eye for detail, the new branding needed to strategically communicate this quality, minimalist styling and the timeless nature of his work. The newly developed logo was influenced by how ones perspective can influence the way we define and interpret ‘form’ from different angles. Our bespoke typography set is comprised of highly refined and curated letterforms which reflect the structure of Alex’s constructions by utilising grids and frameworks to create optical balance and energy. Using simplicity and elegance throughout, we developed a suite of branded collateral which celebrate minimalism, craft and the relationship between maker and art.

Our new designs have assisted Alex Earl to actualise his new brand strategy, allowing the business to grow and evolve in line with its core values and clientele.

Photography by Caitlin Mills


Workshop Melbourne Woodwork Design