Cinch is a chair system designed to ship flat and assemble (and disassemble) easily without any tools. We set out to create a truly inclusive furniture experience.
The signature element is the leather belt that wraps around the chair to prevent the joined parts from loosening over time.
Cinch's brand mark directly relates to the belt element used to secure the assembled chair. The 'C' gesture conveys the wrapping effect while the word mark is meant to be balanced and timeless.
The website design communicates the chair design through animated visuals and contextual photography. The hierarchy of information and storytelling is meant to align with the mission to simplify the furniture experience without compromising quality.