Norfolk Leisure, a top quality supplier of outdoor furniture, recognised that its market place was becoming increasingly crowded. It sought to re-position the parent brand and introduce three new additional brands.
The Background
This Norfolk based company sources and supplies top quality, innovative outdoor furniture to trade customers. Renowned for its reliability and good customer service, it was keen to reappraise its position in a busy marketplace. To begin with, we ran a strategic workshop to define the client's ambition for the business and to create some clarity from a customer perspective.
The Solution
First, we developed new position statements, values and a strapline for the parent brand - 'furnishing innovation'. Then, we refreshed the original LIFE brand and created three new brands: IDLE ROSE, FLORENITY AND GARDEN MUST HAVES. We positioned each brand in a distinctive way, bringing each one uniquely to life to reflect its character and target audience. Six months after the re-launch, product recognition and sales interest had increased considerably.
