Case study: Aspace
Repositioning a children’s furniture brand for the digital era
Idea in brief
To help Aspace make a comeback as the market leader in premium children's furniture
A consolidated vision, marketing strategy and brand positioning. This was rolled out across key collateral including a new responsive website. Ongoing marketing planning and implementation.
The Aspace story is an incredible tale of determination. In the early 2000s Aspace led the charge in premium children’s furniture to become the market leader with stores in sought after locations such as King’s Road in London. However, a number of competitors soon appeared on the scene and gained market share with compelling online offerings. The ecomonic crisis of 2008 delivered a further blow which brought the company to its knees. In 2015, two of the former employees bought the assets and set out to relaunch the company with the mission to reclaim its crown as the number one brand in children's furniture. No small challenge!
We were brought on to help Aspace reinvent their brand. We determined that there was a lot going for Aspace - they had a solid product, a trusted supply chain and a band of loyal customers who believed in the company. The challenge was to help Aspace shed their old skin and come back with a sharper sense of their value proposition, a compelling vision to inspire colleagues and customers alike and a renewed presence fit for the digital era.
Our first step was to help the company directors articulate a new vision for the future: to be the go-to furniture company for today’s family. To bring the vision to life, we directed an exciting new brand identity and backed this up with a comprehensive marketing strategy. We also managed the build and delivery of a new ecommerce website and supporting marketing collateral.
Refreshing the Aspace brand
The visual identity was brought up to date in a clean yet approachable style.
Adding a bit more fun to Aspace
The Beanies are the emodiment of the brand's commitment to "today's family".
Rolling out the new look
Everything from stationery to delivery vans and warehouse signage.
A much stronger online presence
Responsive, e-commerce website to improve customer engagement
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