- Titulova
- +
- Details
Year
2021
Client
Titulova
Industry
Home & Décor
Scope
Brand identity
Design
Maciek Kupis
- Background
Modern pillowcases company that takes inspiration for their products from the old Polish culture and heritage dreamed about elegant yet simple and modern identity. Instead of creating another pillow cases brand as the decorative and static product, we wanted to create a home member that everyone will fall in love with.
- Process
Our research journey started with a strategy of what data is necessary and how to obtain it. Case study interviews and consumer observation allowed us to delve deep into the lives of individuals, which led to the creation of consumers profile boards and brand perception map.
The analysis stage of the process generated insights about brand competition and market segmentation. Results showed that the majority of competitors describe their product with technical, cold information. Their marketing activities and the whole communications were similar to each other. The findings helped us shape a very unique style and tone of the voice of the brand.
The biggest challenge was to create something that links to Slavian tradition but also is modern and unexpected.
Deep research enabled us to understand how the brand should be communicated, how to influence others, stay authentic, and to make it stand out from the crowd.
The name Titulova strongly emphasizes the emotion of love – building relationship and trust from the very beginning.
Poppins, a geometric sans serif type family is based on pure geometry, (particularly circles) comfortably complements the simple and elegant character of the brand.
Following our analysis of the market, the deep blue color was just right to distinguish it from the competitors with a touch of the Slavian heritage and a sense of luxury.
The symbol was inspired by the ornament pattern from the Slavian culture with a modern, timeless touch closed in a square pillow shape. It’s repetitive nature created the pattern that is strongly connecting the old heritage and modern timeless design.
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