Thos. Moser
The linchpin of this rebrand was a new logo; a reference to the signature that confirms every piece as handmade, in Maine. The original signature was Tom Moser’s. The logo celebrates the humanity of the brand; the name and face of the Moser family and its extended family of craftsmen.
ANNUAL CATALOG: On the occasion of Tom’s 80th birthday, a commemorative annual catalog struck the first note of the new brand in celebration of craft, materials, family and a new showroom.
The Grit + The Glory
“In my now 80 years, I have witnessed the impact of the collective passion and commitment of both my own family and our extended family of craftsmen. It is craftsmanship that birthed our company, and it is craftsmanship that continues to nourish it.”
Tom’s message to a customer in 1972, shared in this special edition catalog.
“Think of the story a tree’s growth rings tell of its 150 odd years. Ours then is to think 150 years ahead, and wonder what a piece of our furniture will see? “
The primary photoshoot for this catalog took place in the DC showroom, followed by the grand opening event, which marked the official launch of the rebrand.
MOSER RETURNS TO WASHINGTON
“… in the words of a well-loved country song, How Can I Miss You If You Won’t Go Away. Thankfully, our Moser faithfuls did not give up on us, and just so you know, we missed you too. So here we are, back in Georgetown on 33rd and M Street, where you will see our icons, our customer favorites and our newest designs, in a very new light.”
“In 1972, Tom Moser committed his life to craft. His mission was to restore the lost art of woodworking while establishing a community that would allow craftsmen to make a living doing the work they loved.”
“Craft then can be defined as 'doing something well for its own sake'. Craft is a commitment. Craft is a state of mind. Craft is a lifestyle.”
BOSTON SHOWROOM: The Thos. Moser showroom in Boston also took its cue from the story-driven assets of the new brand.
The new Hartford Collection was featured at the re-opening in Boston.
A window super graphic of the new Hartford Collection signalled the new showroom opening.
FALL/WINTER CATALOG: Designed to illuminate the soul of the craftsmen at Thos. Moser and the furniture they make, one piece at a time.
A FAMILY
“Along with my wife Mary and my four sons, we built what now comprises a family of craftsmen some 70 strong, all united by a single commitment: to make things in wood better than just about anyone else on the planet.”
“The manifestation of our commitment to excellence is our signature on every piece of furniture. Mine was the first, and you will meet others throughout these pages whose signatures you may even find on your pieces …”
Portraits of craftsman and their Signatures, featured on each piece of furniture they make.
In order to provide a glimpse into the soul of the craftsmen at Thos. Moser, each was asked three simple questions. For example:
GEOFF HINDALL, CRAFTSMAN SINCE 2006
If you weren’t a craftsman at Thos. Moser, what would you be doing?
Before I started here, I trained as a boat builder. So if I weren’t making furniture, I’d be building boats.When you’re not working, what is your greatest source of enjoyment?
For several years, my family and I have helped build sets for plays at the middle school. My favorite was a cruise ship set we built for a production of Anything Goes.What’s your favorite all-time song?
Van Morrison, Into the Mystic.
“With Hartford, my intention was to continue evolving the Moser aesthetic while remaining faithful to the ideals that Tom Moser himself established in the beginning.”
- Adam Rogers, Designer
Cumberland and Hancock chairs along side Thos. Moser icons Continuous Armchair and Newport.
HOLIDAY GIFT GUIDE: The Thos. Moser Holiday Gift Guide provided the opportunity to offer small handmade gift accessories to complement a curated selection of ready-to-ship furniture.
STACKS
“At Thos. Moser, we believe that all things made by hand, big or small, are equally worthy of considered design and precious resources …”
Commissioned illustrations spoke to Maine’s sense of place, natural material, minimalist form, and the mark of the maker.
CUMBERLAND LAUNCH: The launch of the Cumberland Collection featured an evolution of design at Thos. Moser, and the welcome of a new designer into the family.
“The latest addition to the Thos. Moser portfolio, the Cumberland Collection,embodies our enduring adherence to a philosophy. Our commitment to functionally driven quality objects, formal simplicity, the characteristic elimination of ornament, use and celebration of traditional materials, and an emphasis on craftsmanship defines not only our furniture, but who we are.”
Video in partnership with Design Milk
“The manifestation of our commitment to excellence, is our signature on every piece of furniture.”
Videography: Jenner Brown
Photography: Trent Bell, Dennis Welsh
Holiday Gift Guide Illustrations: Mike Marks
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