HOW DOES BRANDING & STRATEGY GIVE LIFE TO AN INANIMATE PRODUCT?
When you are given a brief that says "Give life to an inanimate object" it sure has to be your most exciting project ever. How did Arden & Newton respond? We promised to create a brand that not only put smiles on the faces of customers but made the brand owners smile always. "THE SMILE" was the distinctive human attribute we gave to the GreyTom brand.
OUR STRATEGY RESPONSE:
GreyTom is not a thing, product or furniture but a 'person' and lifestyle. GreyTom identity represents a brand, not as a furniture making company. GreyTom is positioned in the market as a lifestyle management company that works with clients to specially manage their furniture needs and taste. GreyTom lets users customize their furniture to suite their lifestyle and personal preferences which might be influenced by several factors like fashion trends, sub and pop-culture, technology etc.
Smiles that impact on the bottom line
Taking cues from the GreyTom brand personality design at the strategy level, the logo is a step further in humanizing the brand. GreyTom's visual differentiation strategy was designed to capture psychological experience and expressions from actual humans who would interact with the brand eventually.
GreyTom's logo is an answer to the question; How can a retail company create bespoke experiences by building emotional connections between the brands and clients. This was achieved by humanizing the brand, leveraging on human smile.