The Grommet

Social Commerce Website
Logo Design

The founder and CEO of The Grommet came to us with a clearly outlined plan for a new kind of business that would use social media and product videos to help tell the stories of unique products.

The CEO explained the concept of The Grommet to us: "We launch undiscovered products and help them succeed; we call them Grommets. Grommets aren't just things. Grommets are products with a purpose invented by people with stories." Alphabet Arm was tasked with the challenge of creating a unique logo to fit the The Grommet's emerging brand. The final logo echoes many of the products featured on the site, which are often lovingly hand-crafted and always carefully curated.


This might sound like a stretch, but I sincerely believe the logo helped attract a prominent investor to our business. She’s an extremely famous brand builder herself and she recognized the genius in the logo execution; it was part of a number of factors that made her step out of a venture capital forum audience where I was presenting and say, “I want to back this business.” And, since Alphabet Arm brand work was the first initiative of our start-up, it helped people to visualize a business that only lived in my mind for several months. The logo combines several qualities of our business: we’re real people with passion, humor, and sincerity for our mission of finding great products and telling their true stories. I see all of that in the logo.

Jules Pieri
Co-Founder and CEO, The Grommet