Started in 1919, Elte is a luxury home furnishing store in Toronto. In 2014, the Elte team launched Elte Mkt—a new brand, for a younger customer. When Decade began collaborating with Elte in 2018, Mkt was being seen as the “discount” Elte, instead of a brand in its own right. Elte was thought of as being exclusive and old-school, for an older generation. Our challenge was to refresh Elte with a modern approach to luxury that built on its heritage, and to create an elevated world for Mkt that appealed to a younger customer through lifestyle, not price point. Instead of Mkt living in Elte’s shadow, they would be two sister brands, each with a complementary but distinctive perspective on home.

Photography: Nathan
Set Design:

Concept and Strategy
Visual Identity
Web Design
Print Design

What we did

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Digital design