The Europe’s Best Insulated Garden Buildings.



To create a brand for Outsideology Ltd to sell their range of high-end garden buildings. The brand would need to reflect the bespoke nature, personal approach and the quality of the workmanship. The brand also needed to be distinctly different to the competition, and the pre-existing Outsideology Brand

“From the very start I was struck by the wisdom, care and passion with which Ed approached our project – and it was easy for us to place him in the driving seat with very few constraints: he’d taken the time to understand exactly what we were offering and knew we could trust him even if what he produced wasn’t anything like what we expected. As soon as we saw the outline concept, the light bulb came on – it was a fundamentally brilliant piece of brand design centred on the story at the heart of our business. Ed continues to work with us on an ongoing basis, and we have had fantastic feedback from those who’ve now come into contact with our beautiful branding. There is no question that it will have a huge and very positive impact on our business going forward.”

Neil Phillipson – Director

What We did

We settled on Japan and Japanese culture as a starting point. Their tradition of working with nature to create simple, but beautifully crated items and buildings fitted with our clients desirer to emphasize quality and craftsmanship. It also allowed us to build the brand around a Japanese folk tale. We did however not wish to use an existing folk tail as we would not understand the subtleties and nuances of a translated story,  instead we wrote our own based on several pre-existing folk tales, use the 4 classical western elements as section headings:

FIRE: Hinata (Best Warmth) was a painter who fell on hard times. He could not make enough money to eat. One night he snuck into the Emperor’s palace garden to steal Kabocha (pumpkin). He was caught and the furious Emperor as sentenced him to death.

WATER: Hinata begged for his life and the Emperor took pity. As punishment, the Emperor banished him to ‘Hi to kōri no shima’ (the Island of Fire and Ice) a small distant island which during the day was blisteringly hot and at night was freezing cold.

EARTH: After 2 weeks on the island without sleep, Hinata noticed two monkeys fighting over a Kani (crab). Thinking he could himself eat the Kani, he chased off the two monkeys. Kani begged Hinata not to eat him, promising one wish in return. Hinata thought for a minute and asked Kani to make him something that will keep him cool in the blistering heat and warm in the icy cold. Kani agreed and built a house for Hinata.

AIR: The days ticked by and Hinata rejoiced in his new house; after many moons Kani returned to Hinata, where he found him painting and enjoying the sunshine within his house. Hinata welcomed Kani and they both sat side by side in the house of Kani; a house of creativity, purpose and calm.

This created the story behind the brand, as well as the “tag line”: Kani.House: a house of creativity, purpose and calm. From the story come the creative elements around the brand and the logo which combines the man, the sun, the island and the crab in one image:

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