American Home Furniture & Mattress Rebrand
Level 1: Brand Leader
American Home Furniture & Mattress is an iconic, independent retailer that has served Albuquerque since 1936. Generations of residents have relied on American Home for quality furniture, personal service, and deep roots in the community. As national chains and online competitors reshaped the retail landscape, the brand needed to evolve while preserving the trust and recognition it had earned over decades. Ripe refreshed the identity system to clarify American Home’s position as Albuquerque’s leading locally owned furniture retailer and to support its continued growth for future generations.
BRAND STORY
THERE’S NO PLACE LIKE HOME
In 1936, American Home found a home in the Land of Enchantment—finding their calling as well. To become a community touchstone. To provide furniture and bedding to generations of New Mexicans desiring warmth and style in their homes. Homes both grand and modest. All were welcome. All were treated like family. And all were gifted with top quality at a fair price. They still are. American Home’s commitment to community has only grown stronger over the years. As has our desire to extend our reach—embracing new trends and fresh interpretations of traditional styles that reflect the rich diversity of our local culture and the evolving tastes of future generations.
WORLD CLASS RETAIL EXPERIENCE
The refreshed identity system extends across store environments, signage, advertising, and digital platforms. Clear typography, confident messaging, and a cohesive visual language create a consistent and welcoming experience, reinforcing American Home’s reputation for quality and service at every customer touchpoint.
MARKETING STYLE & QUALITY
The branding system provides American Home’s internal team with a flexible set of templates and graphic assets, enabling consistent, high-quality marketing across print, digital, and in-store applications while strengthening recognition and clarity across all communications.
“As the Marketing Manager of American Home Furniture and Mattress, an 87-year-old legacy furniture company in Albuquerque, we made the decision to rebrand. After partnering with Len and Donna of Ripe, we are thrilled with the results! Len and Donna delved deep into our company's culture and uniqueness. They uncovered our essence and effectively translated it into a new logo, messaging, design and layout templates, signage, and more. I recommend them highly! They are truly a gem in our local community. Wish I could leave 10 stars.”
