Weaving a distinct world
- Brand Positioning
- Brand System
- Website Design
A global artisanal rug brand, Cocoon Fine Rugs’ brand positioning was falling short of translating into a distinct perception and definite market advantage. It meandered around a generic luxury narrative. This, along with a need to appeal to two difference audience sets – high-end luxe buyers and younger pret customers – added to the personality chaos. This reflected in each of the brand’s touchpoints, including its website, a major decision-influencing channel, especially for global buyers. A major reason for this was also the fact that brand thinking did not exist as a codified system in the company. At a business level, the weak brand differentiation meant limited customer confidence in the brand’s premium offerings.
We approached the brand positioning and system design by building a brand clarity docket. This ensured we moved from ambiguity to alignment in an objective manner. We spent time sketching the ideal buyer, applying proven behavioural frameworks, refining the brand truth, and defining clear territories for the brand. The strategic clarity – an artisanal rug brand inspired by global designs and anchored in fine Indian craftsmanship – led us to the final, distinctive positioning, Weaving Your World.
To ensure the new brand positioning and system are salient to everyone on the team, we built a brand book that crystallized the new brand system. Right from explaining the brand archetype and values to elaborate personality and tone examples, we ensured the system guides real decisions for every touch point.
The brand system and book contextualized the new brand positioning and narrative. This was done to drive salience for the new brand language, including visual design. By explaining systems such as the Bento grid and the colour palette to the user, we ensured depth and consistency in expressions across touchpoints. The new website design becomes a pivotal example of this elevated shift. A visual language rooted in brand elements and photography, a narrative hierarchy that nudges customer decisions, and distinct positioning for the Luxe and Pret offerings were some clear wins. The approach elevated the website from a quick stop for potential buyers in their search for a premium, artisanal rug to an experiential platform that introduced them to the brand ethos.
“Owning your brand purpose and positioning becomes even more critical when the brand itself is rooted in design and artisanship. In the case of Cocoon, we saw a brand that was truly exceptional in what it offered and deserved a brand system that would help express its highest potential. We were mindful of avoiding a superficial brand refresh; we spent time understanding the nuances that defined Cocoon’s DNA and its customer. It was this understanding that was creatively coded into the positioning and the brand system as well as the website.”
The brand positioning and system design translated into a series of wins:
