The Rebrand of NaughtOne
After nearly two decades of design, problem solving and innovation, NaughtOne has unveiled its compelling rebrand, strengthening its core beliefs, ideas, aesthetics, and vision.
MillerKnoll and Union
Since its founding in 2005, NaughtOne has designed and manufactured simple furniture that is fundamentally versatile. Every idea, decision, and final product of the brand is centred around a genuine desire to connect people in meaningful ways. The original collection began with products such as Hush and Trace and has now expanded to a portfolio of more than 46 products from tables and sofas to booths and loungers.
Quietly vibrant, NaughtOne products provide a blank canvas for their clients' creativity pursuits. Regardless of how the furniture is customised to suit individual needs, the pieces are always thoughtful, considered, and desirable. After nearly two decades of design, problem solving and innovation, NaughtOne has unveiled its compelling rebrand, strengthening its core beliefs, ideas, aesthetics, and vision. “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.” says Nadean McNaught, Managing Director at NaughtOne.
To better highlight the origins and inspiration of the company name, the brand has updated the previous name naughtone to NaughtOne as well as added a new logo (O/1). “The logo was born from our desire to further amplify the vision and goals of NaughtOne. Of the logo McNaught states, “We wanted to provide a fresh symbol that highlights the conversation around why we exist and represents what we mean to the design world.” Over the coming months, further updates will include a complete overhaul of the NaughtOne website, social channels, packaging, brand standards, sales materials, approach to creative direction and more.
Maintaining accessibility, while continuing to expand globally is a key component of the rebrand. “We loved seeing how our brand’s playfulness, small beginnings, brightness and ingenuity resonated across the world,” says McNaught. “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.”
Highlighted in NaughtOne’s rebrand is their continued commitment to the earth. From the brand’s earliest days, sustainability has been prioritised throughout every step of the design process, beginning with creating sustainable products constructed for longevity. This mindset led to the development of NaughtOne’s take back program, as well as new product sourcing requirements, and most recently, a reconsidered approach to circularity (as it relates to experimenting in the prototype phase of product development) to ensure end of life recycling is possible years later.
In 2019, NaughtOne officially became a full member of the family of brands at Herman Miller, subsequently joining the MillerKnoll collective in 2021. Over the last 17 years, NaughtOne has continued to expand to become a globally recognized brand, while still maintaining the friendly, approachable nature that it emerged from.
Currently available for commercial interiors, NaughtOne’s stable of products can be found in workplaces, hotels, universities, airport lounges and a variety of multi-use spaces worldwide. NaughtOne has showrooms in the UK and North America, and products can be viewed in a variety of places through an international network of partners and furniture dealer showrooms.
NaughtOne is now available through Herman Miller dealers in ANZ and Asia
For a updates on NaughtOne’s rebrand, please visit www.naughtone.com