Bernhardt sought to appeal to affluent women who think of themselves as artistic, stylish and unstuffy. To these women, furniture is more than just wood and upholstery. It’s an outlet for individual expression—an art.

Bernhardt needed an advertising campaign to differentiate itself from its competitors and one that showcased its furniture as art. The solution was the marriage of a photographic image of a single piece of furniture and the hand-drawn lettering detailing the thoughts and emotions the furniture evokes. Another touch was to highlight the word “art” in the Bernhardt logo, once again reinforcing the idea of furniture as art.