MONARCH FURNITURE

Rebranding of a workspace solutions brand with pan-india presence

Background

Monarch is an over two-decade old name in India in the office furniture space, which also manufactures the range it markets. Several years ago it took the conscious decision of moving from being known as a seating solutions provider – to being known as a workspace solutions specialist – by shifting its core competence to Office Modular Furniture.

Problem

While Monarch had shifted its product offerings in step with its new focus area, it remained to be known for its chairs and seating solutions. It desperately wanted an image-makeover and perception-change about the brand and its product range. It wanted to differentiate itself from its competitors as it was seen as ‘yet another name in the interiors space’. And that meant the change had to reflect everywhere – from product philosophy all the way to its logo.

Solution

Monarch’s makeover started with a new visual identity that would be modular, just like the furniture it makes. More than that, it should reflect its philosophy of Design, Quality and Innovation. So we created a logo that mirrored the brand’s approach to its products with a simple, modular design that could adapt to the company’s growth trajectory. The rebranding process encompassed everything from business cards, brand manual, brochures, product catalogue, internal branding, creatives for exhibition stalls to a video that showcased the logo change and design philosophy behind the same.

Result

The logo successfully rebranded and repositioned Monarch, enabling it to emerge as one of the few premium brands in the workspace solutions arena in the country.