Primo Piano
Modern classic furniture · Damietta, Egypt
Primo Piano is a contemporary furniture brand rooted in the craftsmanship heritage of Damietta, a city recognized worldwide for its mastery of furniture making.
Founded by a visionary artisan, the brand bridges traditional woodworking techniques with modern design sensibilities. The story below follows the four steps I use on every brand.
A heritage and a design challenge.
Primo Piano specializes in bespoke furniture: elegant, functional pieces with a modern-classic aesthetic. Warm-toned TV units, silver-accented dining sets, premium wood and subtle metallic finishes.
The core challenge was to create furniture that balances aesthetic refinement with everyday functionality, while adapting to diverse interior styles. The brand needed to bring together Egyptian richness, Islamic geometry and European minimalism, all within customizable pieces tailored to each client.
A mark that balances craft and clarity.
The logo encapsulates the brand’s philosophy. Its balanced alignment, clean sans-serif typography for the structural elements, and an elegant serif for the name evoke the meticulous craftsmanship and timeless sophistication that define Primo Piano.
A story told with the client.
The design process is deeply collaborative and client-centered. Each project begins with precise measurements and curated mood boards, so clients take an active part in shaping their furniture.
Material selection, finishes, color palettes and fine details are explored carefully, so that every piece reflects both the brand’s identity and the client’s vision. The result is a collection of bespoke pieces that merge craftsmanship, personalization and timeless elegance. Each design stands as a unique statement: functional, refined, and deeply connected to its environment.
The identity across the touchpoints.
The identity extends from stationery and posters to packaging, signage and a social presence, in a palette of terracotta, sage and warm cream.
Made together.
- Lead Brand Strategist & DesignerAbdelrahman Khairy
- Motion DesignAli Mohamed Nour El-Din
- Presentation structureKhaled Elbahaei
Brand names, logos and visuals belong to their owners.
Have a brand story worth telling? Let’s tell it well.