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.
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 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.as a purpose to achieve.
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.
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.
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.
Luis Figueiredo | KOR CEO
“ Pending clients' review. ”
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.
The results
✦
A brand reborn with pA 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.