ACCESORIA – BRANDNEW

SUMMARY

ACCESORIA

Context:

A well-established Romanian company with deep roots in the local market, specialized in providing accessories and integrated solutions for furniture manufacturers, with an extensive portfolio and proven industry know-how, seeks to define and articulate its unique differentiators and business advantages in a clear, compelling, and strategically coherent manner.

CLIENT:

Accesoria Group

BRAND:

ACCESORIA

INDUSTRY:

Furniture

TASK:

Brand Positioning, Brand Architecture,

Identity Redesign

The Brief / The Challenge

The project focused on redefining the brand in order to align its visual and verbal identity with its core values, current business direction, and evolving market expectations.

The brief involved the creation of a new brand identity — including strategic territory, brand architecture, logo, visual universe, and tone of voice — designed to:

- authentically express the brand’s values and promise;
- clearly differentiate it within the market;
remain relevant to both today’s and tomorrow’s audiences;
- be scalable and consistent across all touchpoints — from digital to retail, from external messaging to internal communication.

The main challenge lay in preserving the trust capital the brand had built over time, and translating it into a fresh, strategic, and memorable identity. More than a visual refresh, the rebranding needed to become a true strategic asset — one capable of forging real, meaningful connections in business, rather than merely triggering aesthetic reactions.

The Solution / The Design Concept

The configuration of the brand matrix began with a thorough internal and external audit, followed by the definition of all core brand elements: from mission and vision to tagline, brand architecture, visual identity, and brand guidelines.

The brand architecture was designed to express the brand in a compact and coherent way, structured around two divisions — Fitting Systems and Machine Systems — both part of the same integrated team. The concept of “system” in the naming was intentionally dual-purpose: it refers not only to the product categories within the portfolio, but also to the idea of synergy, collaboration, and coordinated action within the Accesoria team.

The visual identity aimed to preserve and build upon the elements that ensure brand recognition, while also bringing the image into the present — with a modern, dynamic, and future-facing rhetoric. The goal was to define a cohesive set of brand assets that would enable consistent execution across all communication materials, increasing brand visibility and recognition, and contributing to the long-term construction of a strong, solid brand — a true point of reference in the furniture manufacturing industry.