Creative Brief: Branding Project for Zen’s
BACKGROUND SUMMARY
Client: The client is a brand dedicated to creating functional, eco-friendly, portable home essentials customized for solo dwellers. Most of them have left their hometowns to work in big cities, and due to high rents, they can only live in smaller apartments. They face limited living space but are eager to improve their quality of life and have a relaxing and enjoyable living environment.
Product/Service: The product line includes mirrors, folding chairs, folding desks, and table lamps, all designed with a minimalist aesthetic. These items are crafted using recyclable and eco-friendly materials like merino wool and eucalyptus leaves, aligning with a low-carbon and eco-friendly philosophy.
SWOT Analysis
Strengths:
1. Minimalist design appeals to modern tastes.
2. Eco-friendly materials contribute to sustainable development.
3. Emphasis on portability meets the needs of urban living.
Weaknesses:
1. Limited target audience (young solo dwellers and small living spaces).
2. Competition in the market may require ongoing innovation.
Opportunities:
1. There is a growing market demand for sustainable and eco-friendly products.
2. Expansion into related product categories to diversify offerings.
Threats:
1. Economic fluctuations are affecting consumer spending.
2. Intense competition in the home essentials market.
Customer Values
Aesthetic pursuit: Customers want home products to be simple and generous in design, in line with modern aesthetic trends. They prefer lines without redundancy and a sense of wholeness and pursue minimalist aesthetics.
Space optimization: Customers robustly desire compact living spaces, aiming to efficiently optimize and utilize every available inch of room. This pursuit is driven by the goal of creating a practical and aesthetically pleasing environment.
Portability: The portability of products is crucial to customers, who expect to be able to carry their household goods easily and adapt to changes in work and living places.
Sustainability: Customers care about the environment and are more interested in products that use recyclable and eco-friendly materials. They support the concept of sustainable development and are willing to contribute to environmental protection.
Eco-friendliness: Customers are more favorable to products that use environmentally friendly materials such as merino wool and eucalyptus leaves, as this meets their expectations of eco-friendly products.
Quality of life: Customers see simple living as the key to a better quality of life. They believe that by having well-designed home furnishings, they can create relaxing and enjoyable living environments in their busy urban lives.
Brand Identity
The brand name is Zen’s. The brand name can be interpreted as an abbreviation of Gen-Z, which expresses our target users, and “Zen” in Chinese embodies the concept of minimalism. Our brand is more than just a collection of furnishings; it embodies a distinct identity rooted in simplicity, functionality, and a commitment to the environment. We cater to the dynamic lifestyle of young solo dwellers navigating urban challenges, offering them carefully crafted home essentials that seamlessly integrate into their lives.
PROJECT OVERVIEW
Project: The project encapsulates the essence of a lifestyle brand committed to streamlining the lives of young urban dwellers while embracing their values of sustainability and minimalism. It transcends the realm of mere products, delving into the very ethos and identity that the brand represents. Additionally, It resonates with urban residents’ innate desire for a more straightforward existence amid the chaos of urban living, recognizing the necessity for practical, eco-conscious solutions that seamlessly align with their lifestyles.
Objective: The objective was to address the client’s key business challenge – to provide practical and portable products to enhance the quality of life for those who have limited living space in urban life.
Key Business Challenges: The key challenges included meeting the unique needs of the target audience – urban solopreneurs with limited living space – and establishing a foothold in a market with evolving consumer preferences.
Opportunity: The real opportunity lies in meeting the demand for sustainable and minimalist home essentials, aligning with the trend of increased quality of life among the target demographic, and adapting to market trends while retaining simplicity and portability.
Emerging Ideas and Trends: There is a need to take into account the growing popularity of sustainable living and minimalist design as well as the increasing trend of urban dwellers towards portable household items, for example, the current trend is towards folding homes, and preferences will change in the future, with future considerations towards versatility, allowing recipients to enjoy more cost-effective products.
In essence, the project strives to establish a brand that not only tackles the challenges faced by its target audiences but also aligns seamlessly with the broader trend of sustainable and minimalist living in urban environments.
DRIVERS (GOALS AND OBJECTIVES)
Project Goals & Purpose
The overall goal of our project was to build a unique brand of tailor-made, practical, eco-friendly, portable furniture for people living alone. Understanding the challenges inherent in smaller living spaces within a solo home lifestyle, Zen’s places a strong emphasis on crafting furniture that not only serves its functional purpose but is also lightweight and convenient. In line with contemporary environmental concepts and the growing demand for sustainable products, our brand strives to seamlessly integrate these concepts. To fulfill this commitment, Zen’s will use specially selected environmentally friendly materials in the manufacture and production of our furniture. This conscious choice not only reflects our dedication to environmentally friendly practices but is also designed to enhance the comfort and overall quality of life for those who live alone. Zen’s goal is to differentiate our products from our competitors. Zen’s vision is to build brand awareness that goes beyond mere recognition to foster real emotional connections with customers.
Main Business Goals
1. Increase Brand Awareness and Recognition.
Operating in the home furnishing sector, Zen‘s encounters competition from various counterparts with similar concepts and offerings. Recognizing and comprehending these competitors is pivotal for formulating effective strategies to differentiate Zen’s and secure a unique market position.
2. Strengthen the brand’s influence in the community
As Zen’s is a new entrant in the home furnishing market, our initial focus is on establishing a dedicated social media presence for the brand. To enhance the brand’s influence on social media, Zen’s plans to share captivating videos and images showcasing our products. This strategy aims to create a visually appealing and engaging online presence, allowing the clients to connect with our audience and build a strong community around our brand.
3. Demonstrating Commitment to Sustainability for Users:
Zen‘s ensures that all the materials used in furniture production are sustainable, contributing to the creation of a stylish and environmentally friendly future society.
Specific Objectives
1. By the end of 2024, collaborate with 20 influencers in the home decoration and lifestyle sectors to increase brand sales by 20%. (Increase brand awareness)
2. Increase the number of followers on Instagram and YouTube to 15% by the end of 2024. (Strengthen the brand’s influence in the community)
3. Participate in 2 Earth Day or other related events each quarter through the end of 2024 to reinforce your brand’s commitment to sustainability. ( Demonstrating Commitment to Sustainability for Users)
Insights
Due to the popularity of environmental protection concepts, Zen’s is committed to providing consumers with customizable, personalized, and sustainable furniture products. Schmidt (2021) mentioned in her research that after the pandemic, companies and consumers have become increasingly interested in green products and are paying more and more attention to sustainability.
As a unique entrant into the home furnishing market, Zen’s cleverly combines aesthetics and functionality. Understanding changes in consumer preferences, particularly in the U.S. where the home furnishing industry has been revolutionized post-pandemic, our goal is to empower consumers to invest in simple yet elegant homewares. Walz (2023) mentioned customers want to see the image of furniture in their living spaces. To improve our online presence, Zen’s has established our brand pages on social media to ensure that consumers can experience the practicality and exquisite design of our products in real life.
Although the Washington, D.C., home furnishings retailer market is relatively crowded, we recognize that there are opportunities for unique brands to establish and thrive. Zen’’s unique approach, is to make a meaningful contribution to the dynamic home furnishing industry, offering products that resonate with our customers’ evolving needs and values.
Thoughts & Actions
To stand out in a highly competitive industry, Zen’s needs to take some actions to improve itself and stand out.
First, to identify more potential consumers, Zen’s can consider setting up a questionnaire to better understand today’s consumers’ thoughts on simple furniture and quality of life.
Secondly, Zen’s will consider organizing some activities to attract more consumers’ attention. For example, the first 100 people who purchase our brand products will receive some exquisite small gifts.
Third, Zen’s will consider cooperating with the sales department, production department, and environmental protection department of local organizations to jointly create a practical, environmentally friendly, and unique lifestyle home brand. Across all Zen’s online and offline activities, it strives to maintain a consistent brand voice and message.
Measurement
1. Social media engagement and interaction statistics (number of followers, views, likes, comments, favorites, etc.).
2. Brand sales growth and brand revenue
3. Brand awareness and brand influence in the market
TARGET AUDIENCE
The client is focusing on young urban singles, primarily from the Gen-Z demographic, aged between 20 and 35 years old, who are carving out their paths in the bustling urban landscapes (Fisu et al., 2024). These individuals seek a minimalist, clean lifestyle amidst the challenges of limited urban space. They are environmentally aware, prioritize sustainability, and favor brands that mirror their green principles. They look for functionality, simplicity, and products that are both stylish and eco-friendly, with a bonus for easy installation and portability.
Target audiences are ambitious yet pragmatic, constantly seeking ways to enhance their living spaces. To make the brand more appealing to them, the client emphasizes our commitment to sustainability, the use of eco-friendly materials, and a minimalist design philosophy. Products offer solutions to their space limitations, with designs in black, white, and grey that enable them to maintain a simple yet functional living environment.
The brand aligns with their quest for a sustainable lifestyle and provides practical solutions for their unique living environment. The client’s products are more than just furniture; they are an expression of their values and a testament to their commitment to environmental stewardship. They engage in conversations with like-minded peers, especially around sustainability and minimalism. Brands can help them better connect with their communities by offering products that spark discussion and embody the simplicity they love.
In their world, trends in sustainable living, innovative design, and smart solutions for small-space living often make waves. They look for brands and products that not only meet their practical needs but also resonate with their values and aspirations.
COMPETITORS
Zen’s competitors include brands that offer minimalist furniture and home essentials, particularly those focusing on sustainability and targeting the urban market. These brands might range from large, well-established furniture companies to niche startups.
SWOT Analysis of Zen’s
Strengths
• Minimalist design appeals to modern tastes.
• Eco-friendly materials contribute to sustainable development.
• Emphasis on portability meets the needs of urban living.
Weakness
• Limited target audience (young solo dwellers and small living spaces).
• Competition in the market may require ongoing innovation.
Opportunities
• There is a growing market demand for sustainable and eco-friendly products.
• Expansion into related product categories to diversify offerings.
Threats
• Economic fluctuations are affecting consumer spending.
• Intense competition in the home essentials market.
Some competitors’ key names could include IKEA: For its range of affordable, flat-pack furniture, and newer market entrants that emphasize eco-friendly materials and sustainable production practices.
Muji: Known for its clean design and use of eco-friendly materials, Muji offers a wide range of lifestyle products and furniture that emphasize simple living and a high-quality consumer experience.
Floyd: An American furniture brand known for its easy-to-assemble and disassemble furniture, perfect for city dwellers and frequent movers. Floyd emphasizes durability and sustainable design concepts.
Key Differentiators
IKEA: Customized Portability: Unlike IKEA’s broad focus, Zen’s specializes in products designed for ease of transport and assembly by individuals, specifically targeting urban dwellers with compact, lightweight designs that are perfect for the frequent moves typical of city life.
Muji: Innovative Materials: Muji is known for its minimalist design and use of natural materials, but Zen’s goes a step further by employing advanced sustainable materials that are not only eco-friendly but also innovative, offering unique textures and benefits (such as improved durability and environmental impact reduction).
Floyd: Eco-conscious Manufacturing: Floyd focuses on furniture designed for longevity and ease of assembly. Zen’s distinguishes itself by not only ensuring ease of assembly and portability but also by prioritizing the use of materials that have a lower environmental impact, directly appealing to the environmentally conscious consumer.
Aesthetic Diversity: Although Floyd offers innovative furniture solutions, Zen’s offers a range of products that cater to the minimalist urban dweller, with a design philosophy that emphasizes not just functionality but also the creation of a tranquil, serene living environment through Zen’s unique aesthetic approach.
Value Proposition
The client’s value proposition lies in the commitment to sustainability, innovative use of materials, and designs that cater to young urban singles seeking simplicity, functionality, and an eco-friendly lifestyle. Unlike Zen’s competitors, Zen’s offers a holistic approach where each product is crafted to not only fit into the modern urban lifestyle but also to promote a more sustainable, peaceful, and functional living space.
Additionally, it is imperative to underscore Zen’s unwavering commitment to sustainability in the creative materials, highlighting the utilization of environmentally friendly materials and practices. To ensure products are easy to transport and assemble, a key message is to appeal to the target audience’s lifestyle. Using the concept of minimalist design as the basis for all creative concepts allows Zen’s to stand out in a crowded marketplace. Zen’s is more than just furniture; it promotes a sustainable, minimalist, and serene lifestyle. This philosophy should be integrated into our storytelling and branding efforts.
KEY CONSIDERATIONS
Product
The main consideration for Zen’s as a designer furniture brand is that it needs to be highly aesthetic as well as functional. With a minimalist theme, the brand will design a range of furniture for the solo dweller, incorporating aesthetics and quality of life into the brand’s DNA.
Price
Zen’s brand philosophy is to provide young people with affordable designer furniture using high-quality raw materials to enhance their quality of life. The brand’s main competitors are Zara Home, Ikea, and MUJI. Zen’s strives to use the best ingredients to bring the perfect living experience to its consumers, and as such, the unit price will be slightly higher than these brands but will be kept in a reasonable, affordable range.
Promotion
Zen’s promotion will be a collection of offline experiences as well as online sales, and Zen’s will set up offline experience stores in art-filled streets. Customers will be able to experience Zen’s artistic and beautiful furniture products in an offline experience. They can choose to place an order in-store for home delivery or order from the website after the experience. Zen’s will also open official accounts on popular social media platforms, regularly sending out discount codes (15% off, free shipping), etc. to gain customers’ attention.
Place
The locations of Zen’s offline experience stores tend to be high-traffic, but full of artistic and humanistic streets. It will be surrounded by designer/luxury brand stores. This will allow consumers to easily categorize Zen’s as a designer brand. The following are the target locations for the Zen’s Experience stores: SOHO, Williamsburg, New York; Upper East Side, New York; Noma DC; Georgetown, DC; and City Center, DC.
People
The target customer profile of Zen’s is a young group of people with a certain income and aesthetic who live in urban apartments. They love designing products pursue quality of life, and will actively buy designer products. The brands that the target customer profile will buy from are Aesop, Aritzia, COS, Acne Studio, and other designer brands.
DELIVERABLES
Tagline: Unique furnishings for urban and personal life.
Inside Zen’s brand book will be the following: Zen’s brand positioning, competitors, product renderings, customer segment profiles, Zen’s brand theme color palette, Zen’s product line, and Zen’s store décor. Also, the deliverables include Zen’s brand logo. The design of the logo will be very minimalistic.
CONCLUSION
In conclusion, Zen’s positions itself as a go-to platform for independent urban dwellers, offering practical and convenient home products. The use of distinctive materials, coupled with an emphasis on simplicity and functionality, appeals strongly to solo living enthusiasts seeking both practicality and aesthetic appeal. Beyond providing products, Zen aims to foster community connections, offering a sense of belonging to its clients.
As the brand recognition grows, Zen anticipates not only achieving financial success but also becoming a trusted and valued presence in the lives of the customers. Despite challenges such as high operating costs and safety concerns, the clients remain confident in our brand. The commitment to Zen’s original aspirations, coupled with unique business models and strategic media promotions, positions the brand to stand out in the competitive market. Zen’s is determined to create brand uniqueness in a crowded environment, increase its market influence, and deliver on the promise of providing practical and aesthetically pleasing solutions for those living independently.
References
Fisu, A. A., Syabri, I., & Andani, I. G. A. (2024). How do young people move around in urban spaces?: Exploring trip patterns of generation Z in urban areas by examining travel histories on Google Maps Timeline. Travel Behaviour and Society, 34, 100686. https://doi.org/10.1016/j.tbs.2023.100686
Schmidt, S. (2021, October 5). 5 key trends in the furniture industry for 2021 and Beyond. Market Research Blog. https://blog.marketresearch.com/4-key-trends-to-watch-in-the-furniture-industry-for-2020-and-beyond
Soechtig, S. G. (2022). Make your brand matter¯: experience-driven solutions to capture customers and keep them loyal / Steven G. Soechtig. John Wiley & Sons, Inc.
Walz, A. (2023, April 30). Top 10 marketing tips for local furniture stores. Podium. https://www.podium.com/article/top-10-marketing-tips-for-local-furniture-stores/
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