Industry: Home Furnishings and Accessories Enterprise Rebrand Country Base: USA Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Emeco makes chairs. Emeco's main customers are architects and designers. In selecting chairs, architects and designers look for more than just good design. They are environmentally aware and aware of our disposable culture. They also demand honesty and utility along with more individual and bespoke products that support their own design vision.
Challenge - Emeco's chairs are ubiquitous in the US, from prisons to home kitchens, but no one knows who makes them. The challenge was to build the relationship between architects and designers, and to introduce the Brand to consumers - ultimately selling more chairs, by linking the Brand to the product and to the website and distribution.
Strategy - "Emeco makes chairs the way no one else makes them." — Gregg Buchbinder
When Gregg Buchbinder took over at Emeco, he realized that the company had an incredibly compelling brand story. Originally built for navy ships, Emeco are handcrafted through a 77 step process, out of 80% recycled aluminum, making them stronger than steel with a lifetime guarantee of 150 years. Add to this process multiple collaborations with some of the world's most respected architects and designers, Emeco becomes a compelling brand. We needed to tell the Emeco story.
The challenge was to deliver these stories in a way that stays true to the uniqueness of the brand at every touchpoint — keeping it diverse, yet speaking with one voice.
Result - Emeco launched their rebrand in 2007. By 2009, business was up 30% including new web sales -- 15% more than forecast with an increase of 40% in export sales. Appearances at numerous international furniture fairs, in print with international design magazines, and a microsite that tells the whole Emeco story have raised the profile of Emeco globally.
