PROJECT OVERVIEW
Reclaiming the brand behind the table.
Superb, high-quality tables – there was no argument about that. But nobody knew what the story behind the product was. Unknown's job was to change that and put the previously hidden brand experience in the prominent position where it belonged.
Before, retailers used to determine the public’s perception of the brand; now, Joli is back in control, and creating the brand experience it wants in every setting. Joli is not just a designer table, but a complete lifestyle, and that’s exactly the vibe it now gives off.
OUR APPROACH
Design-led, story-driven, retail-ready.
We opted for a rebranding in which the table is the hero of the story, but the brand story itself is a completely new and distinctive one. We created a fresh, contemporary logo, advised Joli to reduce its large number of collections to four and developed a clear brand experience that retailers can use.
Branding that echoes the product’s essence.
THE RESULTS
Joli’s visual identity is based on the elementary shape of the tables. The soft, flowing outlines are reflected in the logo and magnified into windows and shapes in which videos and photos can be used.
‘Lasting memories’ also means that you can enjoy your Joli table for a long time. Joli attaches great importance to sustainability, so a Joli will last a lifetime. Hence the striking baseline.
