HOW DO I DIFFERENTIATE MY BRAND IN AN ALREADY SATURATED MARKET?
APPROACH THE CATEGORY FROM A DIFFERENT PERSPECTIVE.
A leading manufacturer of bath and bedding products, Hamam needed a facelift in terms of how they presented themselves. The industry standard that showcases products according to categories was getting tired, and lacked the personality that went into the thinking and the engineering behind the brand.
In the home textiles sector, it’s an industry standard to generally showcase inventory according to their categories. Convenient and functional as that may be, there only so much you can say about a “towel”. Hamam felt they had more of a story to tell, and wanted their brand to be perceived for what it really was, a lifestyle choice rather than a home textiles company.
Assigned to design a product catalogue, we rethought a way to talk about the brand, and came up with 4 categories; pure, sports, classic and avant garde. Lots of art direction, and a photoshoot later we had not just a new look, but a whole new strategy for how Hamam presented itself, a lifestyle brand.
The new strategy and the visual language is now the standard for all of Hamam’s communication channels.