Background : Urbi ‘designed by you. made by us’
Urbi is a new online service that connects architects and designers with local craftsmen who will hand-make an original CaeserStone table to their design. This is a completely fresh way of thinking about luxury furniture. You don’t need to go into a store and you don’t have to put up with a limited choice. Urbi enables design professionals to express their individual style and design sense by creating something unique – and getting to control every part of the process. Urbi has a special partnership with CaeserStone, which gives you the entire CaeserStone collection to work with. You can specify exactly the look and colours you want and design a table that perfectly fits your living environment. Once you’ve made your design decisions online, Urbi’s craftsmen get to work and the finished table is delivered to your door within a couple of weeks. All for much less than you’d pay for an imported designer table. And it’s all yours.
Solution : Urbi is made in Melbourne, distributed nationally, and a proud Australian alternative to expensive European designer brands. The new brand validates Urbi’s price positioning and offer as a credible, aggressive, new competitor. The e-commerce store installs confidence in a consumer group with little experience dealing with a hybrid, digital buying process. A simple UI, enables architects and designers to take control of the entire manufacturing and purchasing process. Like the collection, the brand can be constructed from a range of colours and materials.
Scope: Brand strategy, brand name, tag and positioning statement, brand identity, brand guidelines, online store, digital promotion and organic search consultation.