BRAND STORY: FARMHOUSE SOUTH

 

NOTE: Farmhouse South LLC closed on June 1, 2015.


Farmhouse South was a boutique woodworking studio that created sophisticated, clean-lined Southern style dining tables. Each piece was handcrafted and finished for a charming, one-of-a-kind look. 

The team at Farmhouse South believed that the iconic farmhouse lifestyle of big, airy spaces, welcoming family gatherings, and one-of-a-kind heirloom craftsmanship should be available to everyone who finds it as inspiring as they do.

The company was owned and managed by Kelly Utt-Grubb and featured her husband Sam's distinctive designs. 

 

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We began by naming the company Farmhouse South.  We knew the focus would be on farmhouse style dining tables, and since the Utt-Grubbs had lived in five different Southern states since they met and married in 1998, the name seemed like a logical choice to represent the brand's style and design influences.

We followed with a collection of charming product names like:

Farmhouse Dining Table

North State Table

Green Vegetables Table

Market Square Dining Table

Mountain Majesty Table

Gather Together Table

Grassland Dining Table

Blue Ridge Table

Party of the Century Table

Simple Farm Table

 
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Next, we designed a simple, yet sophisticated logo.  The shape is an "F" turned sideways to face south, which also gives the subtle impression of a house with a door on the front. 

 
 
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Furniture Designer Sam Utt-Grubb's work has been photographed with First Lady Michelle Obama, seen on the September 2011 season premiere episode of ABC's hit show Extreme Makeover: Home Edition, and featured in Entrepreneur Magazine.

Sam has created dining tables for hundreds of happy customers including a CNN executive, Caribou Coffee, reality television stars from NBC's The Biggest Loser, and a Trump Tower resident.

 
 

Farmhouse South took excellent care of customers.  The company was named Best of Houzz 2015 for Service.