PIRCH is a home appliance retailer that breaks the mold with inspirational showrooms located in high-traffic luxury malls. Originally operating under the name Fixtures Living, and on the cusp of a nationwide expansion, the company needed a name and identity with greater emotional appeal to more accurately reflect its unique approach to big-ticket appliance shopping. Additionally, the name and identity had to fit in the mall environment, side by side with other high-end brands.
MiresBall developed the name PIRCH, a memorable twist on "perch" that evokes an elevated home experience. The logo design incorporates an element from the previous identity—a leaf, along with a stylized branch that underscores the meaning of the new name. An upward tilt completes the mark, providing a cue to the brand promise “live joyfully.”
PIRCH is in high demand among luxury mall operators, and is rapidly expanding in major markets across the country.