Founded in 2009 by André Klauser and Ed Carpenter, Very Good & Proper are furniture makers synonymous with elegant, accessible, functional products, for commercial spaces.
Building on their motto to “measure twice, cut once,” Cast have delivered carefully considered definition for Very Good & Proper’s brand.
Built using deep insights gathered from first-hand conversations with business stakeholders and customers, we defined the who, what, how and why that make up brand VG&P.
Suffering from the complexities of organic growth, part of the work was to untangle the fundamentals of the business, to build clarity and confidence.
As a team known for its modesty, it was also important that we helped the company draw attention to its strengths, in an honest and authentic way, that enabled them to stay true to who they are.
Finalising the project with an in-person workshop, we ensured that the strategy was understandable for every member of the business and implementable across the whole customer experience.
