Globally recognised brand, NaughtOne rebrands introducing a realm of infinite possibilities.
The origin of the name of NaughtOne stems from binary code as two numbers are needed to unlock the bounds of possibility – zero (“naught”) and one.
NaughtOne was established to highlight a concept of offering simple yet specific ingredients that leads to a realm of infinite possibilities. After two decades of the brand designing, problem solving and innovating, NaughtOne is revealing its latest project celebrating that concept by rebranding.
The managing director at NaughtOne, Nadean McNaught describes their notion behind their business concept.
“To design something—a space, a product, an approach—that demonstrates ‘less is more’ usually requires incredible insight, refinement and conviction. The beauty of this dichotomy is what energises us to show through our brand how purposeful simplicity can result in a creative freedom spaces need,” she says.
“Given NaughtOne’s continued growth and expansion over the last few years, we thought it was the perfect time to refresh our brand and reimagine that belief in new and exciting ways—the landscape has changed a lot over the past 17 years.”
A refurbishment of their logo went from “naughtone” to “NaughtOne” and adding a new logo (“O/1”). Customers will be able to see further updates of the brand, including a rebranded website, social channels, packaging, brand standards, sales materials and a new approach to creative direction.
“We are thrilled about all of it—but especially the logo,” says McNaught.
“The logo was born from our desire to further amplify the vision and goals of NaughtOne. We wanted to provide a fresh symbol that highlights the conversation around why we exist and represents what we mean to the design world.”
NaughtOne was founded in 2005 designing and manufacturing simplistic furniture that is fundamentally versatile. The brand strives to include every idea, decision and final product is centred around a genuine desire to connect people in meaningful ways. The original collection featured products such as Hush and Trace which are classic contemporary designs of chairs and tables. The brand now features an extended portfolio of more than 46 products including loungers, sofas, tables and booths.
More than a decade later, the brand became a full member of the family of brands at Herman Miller, joining the MillerKnoll collective in 2021. As a globally recognised brand a key component of the rebrand is to maintain its accessibility nature.
“One of the earliest hallmarks of our brand was our presentation of British sensibility within the realm of design— an openness to experiment, solving functional human needs with a creative twist,” says McNaught. “We loved seeing how our brand’s playfulness, small beginnings, brightness and ingenuity resonated across the world. With our updated approach to the NaughtOne brand, we can both represent that original philosophy while better incorporating some of the exciting ways we’ve matured as a brand over the last several years of expansion and growth.”
The brand’s commitment to the earth highlights its priority to sustainability. Each step of the design process begins with creating products designed for longevity while minimising the amount of materials needed.
This mindset led to the development of NaughtOne’s take back program, outlining their responsibility in product sourcing requirements. Most recently, the brand’s approach to circularity, experimenting in the prototype phase of product development to ensure end of life recycling is as easy as possible years later.
NaughtOne can be found in workplaces, hotels, universities, and airport lounges worldwide. Available through Herman Miller dealers in Australia, New Zealand, Asia, Europe and their own showrooms across the UK and North America, its products can be viewed in a variety of places through an international network of partners and furniture dealer showrooms.
Photography supplied by NaughtOne.