A brand reading
IKEA.
Everyman Design for the rest of us.
The Everyman expressed structurally: flat-pack so one person can carry it, prices a young couple can afford, instructions a grandparent can follow. The brand never apologizes for being democratic.
The reading.
Everyman with a Sage counterweight, expressed.
- Character
- Everyman
- Drive
- Affinity, sameness, fellowship, inclusion, association.
- Fear
- Exclusion, animosity, standing out, disassociation, ostracism.
- Strategy
- Project relatability, common touch, and belonging to earn loyalty.
- Counterweight
- Sage
- Opportunity
- Furniture was aspirational or cheap. Design-for-everyone was open.
- Diagnostic
- Expressed
The Everyman expressed structurally. Flat-pack so one person can carry it, a price a young couple can afford, a diagram a grandparent can follow. The Sage counterweight is the quiet logic of the system.
Famous spot
Lamp, 2002 (Spike Jonze)