Citifurniture - Loft

Brand Strategy + Brand Identity

Project Details

The economic crisis created an opportunity for midrange furniture products at affordable prices to gain share over more expensive brands. Citi-Furniture wanted to grab this opportunity without affecting its broad market positioning and exploit it to lift and rejuvenate its image.

How Did We Help

We recommended launching a new brand of 'modern design furniture' at midrange prices with an endorsement by Citi-Furniture to portray trendiness, reinforce the idea of affordability, be independent in the long term and enhance the image of Citi-Furniture. We developed the naming, the visual identity and the communication of the new brand.