Durian is always recognised for its exemplary and world-class home and office furniture and related products. What started off as a veneer manufacturing business, has transformed itself into a lifestyle brand, known for its innovative products - from laminates to plywood.
Durian’s early communications were strongly influenced by vanity. And to adapt to the new and upcoming market segment of urban lifestyle, there was a need to address the right touch-points through a thorough brand learning.
Recalibrating brand communication to shift from the early demographic, we developed a brand strategy that honoured the excellence of the past and position of Durian today. We strategically guided the brand, evolving its active identity that could position its values confidently.
We designed new Print ads, hoardings and campaigns that are fresh, airy and optimised to enhance the brand personality to reach out to new customers. We leveraged seamless experience across all touch-points to resonate with the audience and served the brand personality to meet their expectations.
We created a mind-shift in perception, by putting experience over offers. By activating Durian’s aspirational tone in its channel partners and by strategic consultation on co-branded activities and sponsorships, the brand has now made home to every individual’s lifestyle.