Close CompanyCosy Utility

Founded by Ciaran McGuigan of Orior, Close Company set out to build something the furniture market was missing: accessible, well-made pieces with genuine character. Designed and made in Newry, Northern Ireland, the brand draws on generations of craft knowledge alongside a contemporary approach to design and service. When it came time to bring the brand to life, McGuigan turned to Base. The brief was clear: build a furniture brand that people refuse to throw away, one that feels at home in any home, and earns its place through everyday life.

The furniture market is crowded with brands promising the same things: quality, comfort, longevity and value. The result is a category defined by neutral design and broad appeal, a sea of sameness where meaningful distinction is nearly impossible.

Following a deep customer research and insights programme, we uncovered who was really buying and what they actually needed. Two provocations shaped the process: How do we build a brand people refuse to throw away? And how do we create something ownable without sacrificing mass appeal?

The research surfaced a clear truth: while customers have more choice than ever, they want less of it. They want comfort, longevity and furniture that works with their lives, not against them. Their homes are diverse, personal and far from perfect. Mass market brands respond to this with safe, forgettable design. The real opportunity was the opposite: modern, eclectic pieces with genuine character, warm enough to feel approachable, confident enough to stand apart.

BaseMEL partnered with Close Company to define the brand from the ground up: strategy, name, identity, art direction and voice built around a single idea. Cosy Utility.

Cosy speaks to comfort, materiality and the warmth rooted in Irish culture. Utility reflects durability, service and the conviction that good furniture should perform as well as it looks. Together they define a brand that is both inviting and purposeful.

The idea shaped every layer of the identity. A bespoke logotype introduces subtle ligatures connecting the "Cl" and "Co", tightening letterforms to create a sense of closeness and familiarity. A soft rounded serif nods to craft heritage, paired with a utilitarian sans serif built for clarity. A bespoke logomark extends the ligature logic, with the abbreviated "CCo." folding together into a single cohesive mark.

Photography moves away from staged perfection toward real homes, real customers, and lived moments. Warm natural light, everyday objects and a genuine diversity of spaces make the point plainly: Close Company furniture belongs in real life. An eclectic illustration style extends this range, moving between playful iconographic moments and detailed editorial storytelling, providing a lively, geometric counterpoint to the photographic and videographic art direction.

The result is a new kind of furniture brand: rooted in Irish warmth, confident in its craft, and built for the realities of modern living.