Driving a brand turn-around for an American heritage super premium brand

Premium Interior Brand

This esteemed luxury interior design brand was founded back in the late 19th century. Though well-established among a mature audience, the brand needed to connect stronger to a new generation of customers. Recently, the owners decided to perform a major review of brand, communications, product design & identity. Priority was assigned as the lead agency.

In order to meet the preferences and buying behaviors of current consumers, it was required to make a combined transformation: To revitalize the brand and move from a product brand to a lifestyle brand. Reboot the story and build relationships with new consumer groups with untapped potential. And to translate the new brand into products that attract and boosts the brand. Priority has established a new brand direction, position, brand story, promise and a totally revamped brand identity. Also, a new design direction including new style categories based on extensive trend outlook, resulting in a clear direction for new product development.

This is a Greta Garbo-project.

Deliverables:

Brand identity audit
Brand story
Business model & positioning
Persona description
Product strategy
Brand Marcom strategy
Omnichannel & Customer journey

Year:

2019-2020

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