RE/FINE

Re/fine

Re/fine™ offers a curated selection of premium bed, bath, and tableware products. Sold across all Wayfair channels, both online and in-store, the brand focuses on "elevating your essentials.”

THE OPPORTUNITY
To rebrand "Nora," an established Wayfair-owned utilitarian bed brand, into a more classically modern and timeless offering with the potential for expanded product lines.

The challenge: Scrapping everything (even the name) to build a new brand identity from the ground up in 1 month.

KEY CONTRIBUTIONS
Creative Direction: Guided Nora's rebranding, successfully transitioning its identity from utilitarian to a modern, classic aesthetic that balanced luxury with accessibility.
Packaging Design: Designed and managed the end-to-end consumer-facing packaging system for the retail channel, significantly enhancing brand recognition and premium output.
Style Guide Development: Developed and implemented a cohesive brand architecture, including logo design, color palettes, and typography, to support the new brand identity.

Design team: Kelly Donahue, Laura Viviana