%202.svg)
Rumah - By Urban Ladder
Branding, Visual IDentity
Birthing an affordable luxury furniture brand from scratch.
Domain :
Construction
Platform :
Print & Digital
Service :
Visual Identity
Overview
We conceived and developed Rumah's entire brand identity, from naming to comprehensive strategy, visual elements, and multi-channel brand applications.
Transforming vision into a holistic brand
Our challenge was to create a new affordable luxury furniture vertical for a leading Indian online furniture brand. We began with extensive market research, competitor analysis, and target audience interviews to build user personas. This data-driven approach informed every aspect of our process.
We explored various foreign language options for naming, ultimately selecting "Rumah," Indonesian for "home." Our comprehensive strategy encompassed product naming conventions, photoshoot styling guidelines, website framework, and tone of voice for customer communications. We iteratively developed and refined the visual identity, ensuring it resonated with the target audience and effectively positioned Rumah in the affordable luxury segment.
Moodboard
Our mood board juxtaposed sleek, modern furniture with warm, inviting spaces, capturing Rumah's essence of accessible sophistication and comfortable luxury.
Colour Palette
We developed a refined palette featuring deep green and wine red/burgundy, creating a sense of luxury and warmth. Multiple logo variations were designed for versatile application across different brand touchpoints.
From naming to full-scale implementation, we breathed life into Rumah, creating a cohesive, data-driven brand identity that resonates deeply with its target audience across all touchpoints.
Rumah emerged as a fully-realised brand, poised to make a significant impact in the affordable luxury furniture market. Our comprehensive approach ensured consistency across all brand touchpoints, from product naming and photography to customer care and in-store experiences. The brand identity we created effectively communicated Rumah's unique position, blending accessibility with luxury.
This holistic branding strategy not only differentiated Rumah from competitors but also created a strong emotional connection with customers, setting a solid foundation for the brand's growth and success in the market.
Lets
possibilities together!
Get in touch
