The famed furniture brand Castlery was founded in 2013 in Singapore by Declan Ee, Fred Ji, and two other friends. It has rapidly grown into a global furniture brand that is recognised for its blend of modern design, quality craftsmanship, and accessible pricing. At the centre of its brand identity is the logo, which has evolved alongside the company’s journey from a startup in a basement office to an international design powerhouse. Although not much is known about if the brand had any previous logo iterations, the article explores the current logo and its characteristics, among other details of the company.
The Genesis of the Castlery Logo (2013 – Present)
There is no official documentation of the logo designs that Castlery had before the present one. The current logo features the brand name in monochrome and written using the Castlery Modern Serif Font in uppercase. Its modern and elegant look has smooth and clean lines. The appearance of the logo conveys a sense of modernity, luxury, sophistication, and refinement. Perfect for high-branding, the logo with a modern and classy look is readable. It can be easily applied across different media.
The Elements of the Castlery Logo
Font
The wordmark used in the Castlery logo uses the Castlery Modern Serif Font in uppercase letters. It is characterised by its modern and elegant serif style and features smooth and clean lines that provide a professional and sophisticated appearance. The Castlery Modern Serif Font conveys a sense of refinement, luxury, and modernity.
Colour
The Castlery logo uses a neutral and minimalist colour palette, especiallyshades of black, grey, or white. The colours reinforce the brand’s identity as modern, timeless, and sophisticated. This choice of neutral tones ensures that the logo remains versatile and visually striking across various backgrounds and marketing materials.
The History of Castlery
Castlery was founded in Singapore in 2013 by Declan Ee, Fred Ji, and two other friends. It was created as the founders were frustrated with the limited and often overpriced furniture options that were available locally. Their vision was clear from the outset, that is, to make quality designer furniture accessible and affordable for everyone. The customers they aimed at were urban millennials seeking stylish yet practical solutions for their homes.
The company started as a digital-first brand and began operating from a modest basement office in Ubi, Singapore. In its early days, the team worked out of a tiny 500–900 square foot space, with only a few sofas and makeshift furniture. Despite these humble beginnings, Castlery quickly found traction with customers. Within its first month, it made about $2,000 in sales, and by early 2015, monthly sales had surged to $250,000.
The Castlery business model was innovative for its time. It involved streamlining the supply chain and selling directly to consumers online. In doing so, it eliminated middlemen and kept prices competitive while maintaining high standards of design and quality. The company’s in-house design team, along with collaborations with international designers through initiatives like “Castlery Feat”, helped the brand stand out in a crowded market.
As demand grew, Castlery expanded its physical presence. The company moved from its original small office to larger showrooms. These include a 12,000 sq ft experience centre in Alexandra Road and later, a flagship store in Orchard Road’s Liat Towers. This physical expansion took place alongside its digital growth, with Castlery launching in Australia and the United States by 2019.
The commitment of Castlery to quality and design excellence has earned it numerous accolades. These include the Singapore Good Design Mark, Red Dot Design Award, and Product Design Award. The company has also demonstrated a strong commitment to social responsibility. It supports causes that are related to education and environmental conservation.
Over its first decade, Castlery has transformed from a startup into a trusted international brand. It has empowered millennial homeowners to create liveable, stylish spaces at every stage of life. Its mission is to democratise access to well-designed and affordable furniture. Importantly, the mission remains at the heart of its operations and is reflected in both its product range and its approach to customer service.
Interesting Facts About Castlery
- Castlery started in 2013 from a 900-square-foot basement office in Ubi, Singapore, with just two sofas, a few computers, and a makeshift cardboard-box table.
- The company was founded to fill the gap between mass-market and luxury furniture. It offers well-designed, quality pieces at accessible prices by cutting out the middleman and selling directly to consumers.
- From its Singaporean roots, Castlery quickly expanded to Australia and the United States. By 2019, it had established a strong international presence and now operates distribution centres in the US, Australia, China, and Malaysia.
- Castlery achieved over AUD $1 million in revenue within four months of launching in Australia. In the US, since 2020, the company has seen a tenfold revenue increase and doubled its workforce in two years.
- Castlery’s design language is intentionally universal. It blends mid-century modern and contemporary styles to create timeless, versatile pieces that fit a wide range of homes.
- The brand emphasises quality craftsmanship, real-life resilience, and time-tested durability. It distances itself from the “fast furniture” trend and focuses on long-lasting products.
- Castlery combines digital convenience with physical showrooms. It allows customers to browse online and experience products in large studios. These include their 12,000 sq. ft space in Sydney and the flagship store in Orchard Road, Singapore.
- Castlery has received accolades for design and product excellence, which has reinforced its reputation for reliability and quality.
- By its 10th anniversary, Castlery had sold its millionth product and moved into a new 15,000 sq. ft global headquarters in MacPherson, Singapore.
- Castlery’s mission is to empower urban millennials to create liveable, stylish spaces at every stage of life. It aims to make luxury living accessible without the burden of high prices or disposable, “fast furniture”.
Finally
The Castlery logo reflects the brand’s journey from a local disruptor to a global leader in contemporary furniture. The logo has been a journey of refinement rather than reinvention. Each change has subtly reinforced the brand’s transition from a practical startup to a stylish, globally respected name in furniture. And through thoughtful design and strategic updates, the logo has remained a powerful symbol of Castlery’s commitment to modernity, quality, and universal appeal.