Forner Studio's Soto Branding Transforms Home Improvement Tools into Design Objects

Forner Studio has developed a branding strategy for Soto, a company specializing in hardware supplies, that transforms home improvement tools into design-centric items. The logo incorporates a shift from square to circle in its letterforms, with the initial 'o' designed as a square and the final 'o' as a circle, drawing inspiration from Massimo Vignelli's geometric concepts. The chosen color scheme consists of sage green (#8DAF9A), warm sand (#E8E0D4), and near-black charcoal (#1A1A18), reflecting interior design materials instead of conventional hardware colors. Packaging features kraft boxes, arch-cut envelopes, and cream paint cans, all echoing the square-circle theme. The tagline "Artists in Residence" positions home improvement as a creative pursuit. The body text is presented in a grotesque typeface with tight leading, ensuring a modernist aesthetic across all labels, instructions, and boxes. Arch-cut windows on envelopes showcase color swatches while preserving the geometric design. The internal tissue paper includes the square-to-circle motif as a watermark. This branding initiative seeks to elevate Soto from the big-box retail environment into homes where design is valued.