The brief in 2010 was to build a brand platform around Orchid's existing logo to elevate their brand positioning and perception, maximising the commercial opportunities.
5 years on, having brought consistency into the brand and conveyed heritage and provenance, the communication is now centred on establishing Orchid's authority and knowledge, cementing their brand positioning. The brand is very clearly about achieving a specific look in your home for a luxurious Oriental-inspired feel, with an emphasis on tailoring and individuality through the colours and finishing available. We created a strapline to summarise the brand position; Luxury interiors with an Oriental soul.
To communicate authority and knowledge, a seasonal look-book has been introduced to showcase key trends and new collections – a format that can easily be updated to stay fresh and relevant. We have designed key pages for the website, including the home page and landing pages, introducing segments such as directors and buyers recommendations and tips, which are also included on email campaigns. The brand illustrations have a greater presence across all collateral, reinforcing values of provenance and authenticity. The updates and continued evolvement of the brand is communicating a more confident and established market-leading brand.
For every brand, it is critical to evaluate the brand assets and toolkit every few years to ensure it remains fresh and relevant. Orchid has come far in five years and they are still well positioned to continue to grow their business.