Frezia Home was to be a new luxury tableware brand from the designers behind My Glass Studio, a dinnerware brand favoured by many of the world’s most exclusive restaurants and hotels.
After a brand and positioning workshop, online surveying showed us that the Frezia Home name and logo was not resonating with our target audience. Frezia sounded ‘cold’, ‘technical’ and ‘confusing’ – it didn’t speak to the quality of the products at all.
Sphere recommended a new name: Anna Vasily. The name is a combination of the names of the two designers at the heart of the brand – married couple Anna Papacharisi and Vasily Pashalis.
This new name alluded to the designer nature of the brand and allowed us to tell the story of the designers behind the brand (creating a warm, personal persona for the brand). The new name also gave us the ability to reference their successful work for My Glass Studio (providing credibility of the products’ quality). In short, it is a name truly specific to and reflective of the brand.
We then created a new look and feel for the brand, including a new logo.
The campaign has just gone live. Watch this space!
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