A client from China came to us with the goal of developing a new furniture brand for the North American and European markets. They needed research on what the opportunity was, insight into who their customer would be, brand direction to guide the furniture style, a new brand name, messaging, and a visual identity.
We started by looking at who was buying furniture online at the mid-range price point and what they were looking for when buying furniture online. Further research into online furniture retailers in North America, the U.K., France, and Germany helped to identify design trends that were unique to each region and helped to articulate furniture and interior trends that could be used as inspiration for a style direction for the new brand.
Guidance from the client for the new brand was that it would ladder to the Bedsure Home Linens brand and their brand promise of Get Cozy. We developed direction on what “cozy” meant for furniture and interior design, and articulated a style named Modern Warm. To appeal to a urban global audience the name Harmati was chosen as an outcome of strategic naming exercises. The new brand identity, typography, and color palette looks back to iconic furniture brands.
The new product line was launched in spring of 2021 and quickly gained top selling positions for their capsule collections.
