DONG WO
furniture that makes your house a home
- founder workshop
- branding workshop
- brand identity
challenge
DONG WO is a new furniture brand based in Shanghai that has always had the reputation of providing the best value for money with its low prices and good selection of products. However, the founder wanted to give consumers a good reason to choose the brand besides the price point in hopes of escaping from the increasingly competitive market. Therefore, they approached us in the hopes of finding a unique positioning for the brand that people wouldn't be able to resist.
result
Through attending the Founder Workshop, we found that what people want most is not the furniture itself, but rather capturing the feeling of home. Therefore, we were able to solidify the brand's biggest advantage in the market, help consumers envision their ideal life.
brand positioning
The founder of DONG WO spent time living in Europe and the United States, and now aspires to create a home that is personal, warm and comfortable for families from all walks of life. Therefore, DONG WO provides a diverse selection of furniture and reduces costs through direct selection from furniture factories, hoping to create a new perception of home.
Although their products are not exclusive, DONG WO hopes that their brand that inspires people to yearn for "home". Thus, we have created a unique positioning for the brand - furniture that makes your house a home.
brand archetype
Furniture is a companion that can accompany you through the ebs and flows of life, so we found that DONG WO's core prototype was the "Lover". Therefore, in terms of the prototype strategy, DONG WO can communicate through visual tension that can stimulate the senses and make consumers feel as catered to as a lover.
At the same time, DONG WO l wants to leave the traditional furniture industry behind, and wants more people pay more attention to their home aesthetics. Thus, it can be seen that the highlight prototype of DONG WO is the "Explorer", which will lead people to explore boldly without limitation of traditional aesthetics to more diverse furniture selection.
sizzle
Walking into a store that provides "furniture that makes your home a house" is the best way we found to fulfill the desire that people have to build the foundation for their own ideal life. By integrating the brand owner's personal core values as well as consumer insights and cultural trends, we found DONG WO's sizzle: "Bringing warmth to your home."
| The dan and sean Handbook for DONG WO: Communication Guide
the moodboard
“The Moodboard” is a collection of key results from the Founder Workshop, encompassing the five senses to help the brand develop their unique communication style. The key words we found for DONG WO included descriptors such as: earthy colors, thick wool, worn leather, and crackling stove, highlighting the traces of life.
communication guide
We also developed a "Tone and Manner" Communication Guide, which included future copywriting stlye direction: lyrical and gentle, long-form storytelling, profound but lighthearted, life-like, recalling fond memories.
| Photographer / Pei Yu Shen
photography direction
Following the guidelines set by the Visual Communication Guide, we utilized the concept of "Warmth" for DONG WO's commericial shoot, capturing the natural traces of life that are often left behind in the spaces we occupy.
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