Home Décor Innovations is one of the leading suppliers of built-in sliding doors and storage systems in Europe. With operating companies in the UK, France and Italy, they manufacture over 1 million doors per year, and supply hardware for a further 1 million doors manufactured by strategic partners throughout the rest of Europe, Middle East and Africa.
Midas successfully pitched to conceive four new consumer brands establishing a consistent branding strategy and product range throughout Europe. The brands needed to represent: high-end made-to-measure furniture, mass-market off-the-shelf furniture, a bespoke builders' range and a low value retailer brand alternative.
Our brand strategy and architecture positioned each brand, named them, created individual identities and design styles, and then produced brand guidelines to roll-out across Europe.
The first brand to be launched will sell into the high-end furniture market.
DOMALTI is an exclusive Italian furniture brand evoking individuality, innovation and style. And with a distinctive mark, integral to the design, it will become the Gucci, Armani or Ferrari of the furniture market.
The Italianesque brand name evokes excellence and the strap line underpins the positioning. The brandmark is reminiscent of Roman mosaic and has a sense of establishment. The design and written style is distinctive yet understated and provides a journalistic 'expert's view'.
The introduction of this brand opens opportunities through new high-end retail channels that wouldn't have stocked Home Décor products before.