To elevate a high-class hotel furniture manufacturing company
using the transformative power of True Luxury.
Services
/Strategy
/Purpose
/Rebranding
/Identity System
/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.
/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 cliente. 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.
the revealed truth
the Brave Brand
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.
Logo
Curve by curve, angle by angle. A logo crafted with as much meticulousness as KOR puts into each of its deliveries. A true visual ambassador of the brand, conveying at a glance its truth and the transformative power of its purpose.
behind the logo idea
A logo that expands from its origin in a cursor, inviting us to write together a story that grows through ideas. Simple, powerful, exciting, engaging. A brand image that, now truly, transmits and shapes all the potential behind the collaboration that each client establishes with Chilli. A way to show, both internally and externally, that the barriers that once limited Chilli are broken forever, allowing its uniqueness to flourish.
Identity System
With the new Chilli and its redefined purpose, a dreamy brand is born. A brand that invites us to rethink everything to make the connections that brands make with people a reality, without limitations. An invitation to go further as professionals and as people and, above all, an antidote to the indifference that separates us from each other, which now transforms into the search for the most ambitious goal:
the goosebumps effect.
Geanina Ioan | Chilli CEO
“We quickly understood the limitations of having a brand that doesn't match the scale of your ideas.”
Web
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.
Brand Rebirth
Sometimes, a rebranding process has the ability to ground crucial elements of a business—elements that were there but so ethereal they almost went unnoticed. The arduous path of strategy leads to the revelation of those hidden truths, which ultimately translate into pieces capable of condensing months of work into just a few seconds. And suddenly, almost magically, everything makes sense. See brand video / see purpose book
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.
