Darnell & Co

Darnell & Co bridges the gap between history and modernity, offering a curated selection of high-end antiques, custom pieces, and unique decor. Originally a trade-only showroom in Charlotte, the brand sought a refreshed identity as it transitioned to a public-facing retail experience on New Orleans’ vibrant Magazine Street. Mindful & Good partnered with Darnell & Co to craft a brand identity that honors its rich heritage while positioning it as a sophisticated yet approachable curator of fine furnishings. The goal was to seamlessly blend centuries-old craftsmanship with modern design sensibilities, appealing to discerning customers in a city known for its artistic and historical depth. The brand refresh introduced a sleek new logo with refined custom letterforms that exude quiet luxury, balancing exclusivity with approachability. A carefully selected typography system further reinforced this fusion of modernity and tradition, reflecting the brand’s commitment to timeless design. Through strategic brand positioning, the new identity solidifies Darnell & Co’s role as an arbiter of style in the high-end home furnishings market. With this transformation, Darnell & Co stands as a leader in refined interiors, inspiring beauty and elevating spaces with a brand that is both deeply rooted in history and distinctly modern.

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