How do consumers today make decisions on their home furniture? What brand story can resonate with people? A catalog with full product imageries is no longer satisfying customers’ needs today.
Greenington is a fine bamboo furniture company manufacturing high quality, solid, and sustainable bamboo furniture. As the company has quickly risen to the top of the industry, they urgently needed a new brand identity to represent them as well as to change their old static catalog style website.

Greenington only uses retail stores and distributors as their sales channels. Their target demographic are wealthy middle class families. Through our market research we identified the following goals as a direct to consumer strategy were necessary:

• Brand identity re-design
  
• Print market materials for retails and showrooms
  
• New photography
  
• Website redesign
  
• Social media channel

I tailored Greenington’s identity to have a contemporary aesthetic, which corresponds to their modern furniture style. The logotype was custom designed to highlight the geometric shapes and the color palette that reflects their environmental sustainability philosophy.

The catalogue design aimed to present the comfortable sustainable lifestyle that Greenington’s products radiate. Product Details demonstrate the high quality and natural beauty of design.  We also added in manufacturing centre and material processing photos so consumers understand the reliability of their high-standard products.  

The redesign emphasized creating an experience that elevates the brand story in a narrative way. We found that people who belong to our target group were serious about their home decoration and proud of showing off their space. I added Lifestyle imagery to better showcase the desired lifestyle ideal. The website is built on a WordPress template, which is easy to update, maintain and add new products. We also prioritized creating a clear and consistent information hierarchy for each product on each page.

Through studying how people purchase furniture today, we found that social media (Instagram, Pinterest) has become consumer’s go-to tool for inspirations, reviews, communication, and shopping. We created social media conversations between brand and consumers, and created contests to encourage customers to post their homes with their new purchases on their social media accounts.