To elevate a high-class hotel furniture manufacturing company using the transformative power of True Luxury.

Services

/Strategy
/Purpose
/Brand design
/Brand identity
/Web Design
/Brand Activation

the quest

This portuguese high-end furniture manufacturer, needed a comprehensive rebranding strategy to stand out in a competitive market where most competitors lacked clear brand purpose and differentiation. From their briefing, it seemed that excellence in work and a seamless process from start to finish would be the key to redefining the brand. However, the brand name, Kor (core), led us to insist on strategically digging deeper beyond appearances.

Logo with a large stylized letter 'K' in gold on a navy circle background, with the text 'Made with Heart in Portugal' around the circle.

the revealed

truth

/strategy

It seemed like a complicated task to find a real purpose for a company dedicated to the world of luxury, until we noticed the care and strong relationships with everyone in the chain: From the designers to architects, including the craftsmen, and of course, the final client. Everybody had the same feelings. Touching a piece of furniture made by KOR became like touching the essence of the process necessary to bring it to life. A true skin connection.

/purpose

Having the chance to read some of the congratulatory messages the brand received made us realize how deeply the concept of excellence throughout the entire chain was rooted in their essence. This led us to redefine the concept to turn it into a real and unique Brand Purpose: it's only True Luxury if everyone who comes into contact with it enjoys it.as a purpose to achieve.

The BRAVE logo, featuring a black star-shaped symbol inside a white circle with a black outline.

the BRAVE Brand

KOR is the result of a blend of love and respect: love for quality products in a “throwaway” world, and respect for those who make them possible through outstanding craftsmanship. Luis Figueiredo, the face and mind behind Kor, is the one who has had the courage to infuse this personal sensitivity into the brand’s new identity.

A black silhouette of a person doing a backflip.
A hand positioned with the index finger pointing upward over a dark blue background with text that reads 'What if we make everything with heart?'

Brand identity

KOR became a creative experiment for us, a sort of 'What if…?' scenario. The team imagined themselves building the brand as if commissioned to craft a piece of furniture of the highest quality for the best hotel in the world. Enjoying the process, touching each image, each word, feeling our fingers splattered with True Luxury. Feeling connected with the ultimate sophistication of simplicity that handcrafted work made with love exudes.

Behind the logo

A logo made "With Heart," revealing the hidden essence embedded even in the brand’s name, /core/. A hand-crafted typography that suggests pathways connecting each stage of craftsmanship, assembling every element with the same meticulous care that KOR invests in each creation. A true visual ambassador, conveying at a glance the brand’s authenticity and the transformative power of its purpose.

A black and white illustration of a ghost with a smiling face, floating above a haunted house with bats flying nearby.

Brand Activation

Launch Campaign

The activation campaign Brave created not only announces the launch of a new brand; it goes further by showcasing its essence and bringing its True Luxury purpose to life, giving visibility and recognition to everyone who puts their heart into the furniture KOR delivers—whether from the perspective of design, craftsmanship, or selection.

A close-up of a hand holding a pen, with overlaid text about making furniture with heart and values, and a website link for Kor Furniture.
A person with a light skin tone is reading a book at a table with a woven rattan placemat. The person is wearing a polka dot top and a white skirt, sitting on a chair with a similar woven rattan backrest. There is a logo at the bottom that says 'Made
A wooden piece with visible rings and grain patterns, centered on a light gray background.
A woman with short gray hair wearing glasses and a white turtleneck, reading or working at a desk with a newspaper or magazine, in a cozy wood-paneled room with a dark background. Overlaid text discusses Carla, her dedication, and her role in custome
A piece of light-colored wood with a natural grain pattern, shaped like a heart. The background is a soft, muted beige with the text "Make furniture w/ heart" at the bottom. The website "kor-furniture.com" is in small text on the bottom right.
A man leaning against wooden planks with handwritten measurements on the wood behind him. The image contains overlaid text about Julio Cesar's craftsmanship and woodwork, and features a circular logo with a 'K' and the words 'Made with Heart in Portu
A modern furniture piece with a sleek, curved design and abstract wood grain pattern, illuminated with backlighting, and text overlay indicating a furniture brand and slogan.

Luis Figueiredo | KOR CEO

“ Pending clients' review. ”

A middle-aged man with gray and black hair, wearing a white collared shirt, standing outdoors on a cloudy day.
A man with glasses and a beard is using a power sander on a piece of wood in a woodworking workshop. Dust and wood particles are visible in the air. The text on the image says, 'Make furniture with heart,' and there is a quote about improving spaces making the world better, over an image of a forest.

Web design

Crafted and developed with the same care and dedication as the rest of the brand elements, the new KOR website serves as an experiential catalog of details, seamlessly extending the brand and its purpose. A digital journey through some of the hotels that have unknowingly been transformed into agents of change, thanks to KOR’s redefinition of True Luxury concept.

Modern living room with white sofas, glass coffee table with white flowers, wooden dining table with white chairs, large windows with a view of mountains and blue sky, and built-in shelving with decorative items.
A bedroom with a dark green upholstered headboard, white bed linens, a pink patterned pillow, a small bedside lamp, a glass of water, and framed wall art including a large framed photo with a red neon sign that says 'dida' and smaller framed artwork,
A cozy restaurant interior with beige upholstered chairs, round wooden tables, and small table lamps, featuring warm wood-paneled walls.
A brightly lit hotel lobby with colorful furniture and numerous green potted plants, featuring a marble-patterned floor, and a reception desk in the background.
A hotel room with a large window view of Barcelona, featuring the Sagrada Familia basilica in the background, a bed with a green headboard, a bedside lamp, a small table with a glass of orange juice, a wicker chair, and beige curtains.

The results

✦
A brand reborn with purpose for a B2B world.

✦
Multiplying the brand's high-end perception through its new Brand Identity.

✦
Making it easier for decision-makers to turn their eyes toward KOR in a world where account assignments through tenders are crucial.

✦
Creating an ecosystem that brings the participants of the process even closer together.

If you think your company is going through a period of change and you need a new point of view, be Brave, give us a call.

We are sure that, from the first conversation, and without any obligation, we can help you imagine a bigger future for your project.

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