| KnollTextiles: Knoll Luxe
2009 REBRAND 100 Winners > distinction
Industry/Sector: Textiles
Brand Extension
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - In early 2008, KnollTextiles launched a new luxury fabric division, Knoll Luxe. This new brand introduced a world-class line of fine textiles inspired by the minimalist style of Florence Knoll, combining classic modernism with a fashion forward approach. Our client sought to make Knoll Luxe a completely separate brand from KnollTextiles, while drawing from the established brand’s reputation.
Challenge - KnollTextiles approached The Moderns to develop a visual brand identity that would strategically position Knoll Luxe in the high-end hospitality and contract textile markets. In order to be successful, our strategy needed to reflect the strong fashion influence and global perspective that KnollTextiles creative director Dorothy Cosonas brought to the brand.
Strategy - The Moderns' goal was to redefine the category of luxury textiles through a globally informed, fashion forward lens. Our comprehensive brand strategy included brand naming, brand mark and tag line, brand architecture, creative art direction, and printed marketing collateral. As a centerpiece of the brand’s merchandising, The Moderns designed and engineered a fully upcyclable textile box that captures the modernist touch of the luxury collection.
Result - The Knoll Luxe brand rolled out in March 2008 as a successfully independent brand from KnollTextiles. The brand is alreadly being specified in high-end global hospitality projects and is understood as a premier choice in luxury textiles by leading architecture and design studios around the world.
Credits:
Client: KnollTextiles - www.knoll.com
Brand Strategists/Designers: The Moderns - www.themoderns.com
Creative Director: Janine James
Design Director: Kevin Szell
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