When Roger&Sons approached Foreign Policy for a rebrand in 2018, they had already evolved — from a second-generation woodworking business into thoughtful makers of bespoke furniture, driven by a mission to keep a vanishing craft alive.
We developed a new visual identity that captured this shift: one that embraced their growing experimentalism, yet remained rooted in practicality, sustainability, and a deep love of learning.
At the heart of the rebrand was the ampersand — a symbol of kinship and continuity — elevated to reflect the bond between the three brothers and the maturing of the business.
With a new brand identity crafted to resonate with a younger generation, the visual language reflects the same youthful spirit and design-forward thinking that’s driving their next chapter.
The space, an extension of the rebrand, brings people closer to the craft and culture of Roger&Sons. Designed to make woodworking more accessible to the public, it serves as both a showcase of their creations and a reflection of what inspires them.
Naturally, wood features prominently throughout. A key design gesture — developed and built by the team themselves — uses stacked, interlocking timber lengths to form a functional structure. This not only anchors the high-volume space but also allows for flexible lighting setups, adapting to the needs of their multipurpose retail environment.
