What is the company's profile

Veer is a lounge furniture manufacturer specialising in sofas and modular sofa systems, formerly trading as Adriana Furniture.

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What is the extent of tasks

A    Brand Personality (Market Landscape Analysis, Current Brand Analysis, Industry Analysis, Corporate Culture Analysis, Company Analysis, Product/Service Analysis, The Big Idea, Brand Positioning, Brand Strategy, Brand Story, Brand Character).

B    Brand Language (Domain Naming, Slogans/Claims, Key Messaging, Descriptor, Tagline, Brand Tone & Voice, Brand, Brand Statement, Brand Storytelling, Brand Anthem, Brand Sales Writing).

C    Brand Appearance (Brand Visual Identity, Visual Needs Analysis, Brand's Visual Expression Concept, Information Architecture, Functional Design Systems, Brand Art Direction, Logomark, Logotype, Iconography, Brand Visual Architecture, Brand Color Palette, Brand Typography, Brand Graphics & Patterns, Imagery & Photography, Branding Guidelines, Grids, Brand Collateral, Brand Signage, Wayfinding, Packaging Design, Editorial, Stationary, Web & Digital Design, UX/UI Design).

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What are the objectives

A    To develop a positioning strategy distancing a new brand from the old one, and focusing on a new audience and markets.

B    To design a new brand name and language supporting the positioning strategy and evoking a positive emotional response from the new audience.

C    To design a comprehensive visual identity that supports the new positioning strategy and attracts fresh audiences to the brand.

How the company’s objectives were achieved

A    The motivation for introducing a new brand positioning was to break free from the image of a stagnant, outmoded company that mainly served older regulars. The new owner wanted to inject fresh energy that aligned with her vision of a modern, confident brand. This led to a complete brand repositioning, targeting young, design-conscious professionals from major cities with busy lifestyles. The brand promise became focused on lounge furniture that offered an escape after a demanding day.

B    Based on the audience, the name needed to represent the best of a vibrant and conscious lifestyle whilst being visually pleasing. Among the inspirations was Vogue, with its confident and sharp 'v', as well as startup naming conventions—typically short and energetic. 'Veer' fits metaphorically too, as it creates the narrative of stopping and turning away from the status quo which, according to the brand message, is the rush and stress of modern life. The narrative thus invites the audience to change direction, settle onto the sofa, relax and drift away.

C    The visual language takes a different approach from the mellow verbal design, instead positioning the brand firmly in the design space. It reflects the glamorous city life of stylish cafés, busy streets and impressive architecture – allowing the audience to instantly recognise the brand through their style sensibilities. Through photography and staged "voguing" on sofas, we demonstrated both the product's comfort and its promise of unwinding. The message was simple: Veer is so comfortable, you can drift away in any position, no matter how awkward. By hiding faces, we directed attention to the scene rather than the models, further cementing Veer's position as a design and lifestyle brand.