Fueling the growth of a Danish furniture retailer
BoConcept — a global retailer with 300 stores in 60 countries — came to us with a business mission that focused on growth. To help them take the necessary leaps, our brand strategy and brand experience work set to define a position that would distinguish the Danish furniture retailer from the competition – fueling the growth they were after.
To support BoConcept’s sustainable growth, our starting point was to define a distinct and differentiating brand position. Based on target audience and market insights, we crafted the customer promise “Encouraging Cosmopolitan Living” that became essential in driving the transition from focusing on product to becoming an enabler of a lifestyle.
This was then further elaborated into the brand experience with a new tonality, visual lifestyle dimension and a directional idea, ‘From Denmark. To The World’, which served as a creative brief for how to execute the new brand strategy in communication.