Clients don't buy a chair. They buy a home they want to live in.
Furniture sells on the feeling of a space, and photos and showrooms have to evoke that feeling. Sinh Vũ gives the brand a clear style so clients can picture their own home.
Three things first: a lifestyle that can be named, a space photo set that shows material and light, and a catalog that helps clients choose and share with family. Furniture clients decide slowly and as a group, so everything has to be clear enough for them to discuss.
Say in one sentence what kind of home the brand is for and how the people in it live.
Wood, fabric and metal with visible grain and warmth, in the setting of a real home.
With sizes, materials, colors and pairing suggestions; looks good sent online and printed.
All of it is for the home, but clients and the way they decide differ, so what the brand has to say differs too.
Their customersHomeowners or design advisers, buying by the set or by the project, deciding slowly with the whole family weighing in.
Brand challengeLet clients picture the piece in their own home, and trust its durability after years of use.
Their customersClients buy smaller pieces, faster, often as a housewarming gift or to refresh a room.
Brand challengeEven a small piece needs a style, so clients buy the next ones.
Their customersClients choose a piece with a story and the maker's hand in it, and accept that each one differs.
Brand challengeShow the real craft and origin, so a one-of-a-kind piece is valued above a mass-produced one.
These are the places furniture brands tend to lose clients that a beautiful piece can't save.
Glossy staged shots, and clients can't tell real wood from engineered wood, or thick fabric from thin.
Photos in real spaces with natural light, plus close-ups of wood grain, joints and fabric surface.
Start from this problemCalm and minimal online, but cluttered in the showroom with entirely different colors.
One shared standard for display, signage, description boards and price tags, so every place carries one style.
Start from this problemA heavy file with no sizes, so clients can't send it to family or use it when measuring the house.
A lean catalog: sizes, materials, colors, pairing suggestions; printable and light to send online.
Start from this problemThe same white-and-beige living room photos, the same slogans about luxury, and clients remember no brand.
Find a lifestyle of your own in how the brand chooses materials and makes things, then give it a name, color and voice.
Start from this problemAt the visit stage. Clients study photos and the catalog closely before coming to the showroom; if the photos don't show the material or the sizes are missing, they don't come.
Touchpoints are the places where clients see, touch or hear about the brand. You don't need to do everything at once. These five decide most of whether clients seek out the showroom.
What clients look at first and use to picture the piece in their own home.
Clients send it to family and to their designer to choose together.
Where clients touch the materials and make the final decision.
Where clients see the brand as a whole and book a visit.
Clients reread them when caring for the piece, so they are the mark that stays longest.
Listed in the order to do them. A new brand can stop at step two or three; a brand that already has a showroom goes all the way.
Settle the lifestyle and the group of clients the brand wants to serve.
Name, mark, color, type and a label that works on wood, metal and fabric.
A space photo set and close-ups of the material.
A catalog that is easy to discuss, with sizes and pairing suggestions.
Display, signage and description boards for the showroom.
Sinh Vũ has not published a furniture or decor project. The two below sit close in building a brand for a materials product and for a manufacturer that needs a face of its own.
From a blank page in 2009, Sinh Vũ built MASTER DOOR into a rolling shutter technology brand that homeowners trust before they even ask the price.
A brand built from scratch for a roller shutter product: close to the problem of a household goods brand going from name to product.
KOVA is a Vietnamese paint brand that leads on technology, sold through a network of over a thousand authorised dealers across sixty three provinces, with a range of seventeen paint lines…
Paint and construction materials: close in making clients see the quality of a material.
The principles behind it
Keep it tight, so it works engraved or stamped onto wood and metal and on a fabric label. The logo's style should follow the material and spirit of the brand, not what is fashionable.
Photos in real spaces, close-ups of material, sizes, materials, colors and pairing suggestions. Have two versions: one beautifully printed and one light to send online.
Share the color palette, typefaces, photo style and way of writing descriptions. Clients browse online first and then visit, so they should find the same world they saw.
Tell about the maker, the raw materials, the method and why each piece differs. Tell only what is true, briefly, on a tag that comes with the piece.
A lean page is enough: space photos, a range of pieces, sizes, and how to order or book a visit. Clients usually search online before they come.
Sinh Vũ has not published a furniture or decor project. The closest are MASTER DOOR (roller shutters) and KOVA (paint and construction materials).
A few lines about the products, the showroom and what is holding you back is enough. Sinh Vũ reads and replies within one working day.