EN / VN
Start a project now

Home / Works / Hoa Phat Furniture's Rebra...

Branding

Planning

Design

Creative

Campaign

Hoa Phat Furniture's Rebranding IMC

01
The Brief

After nearly three decades of development with numerous impressive achievements, Hoa Phat Furniture decided to change its brand name to The One Furniture in January 2022. They aimed to bring a new, trendy, and meaningful brand image to catch up with globalization trend. 

Aurora is honored to support Hoa Phat Furniture in this rebranding campaign with the following categories:

  • Propose rebranding strategy and IMC plan
  • Develop brand identity
  • Produce creative assets (TVC, Internal Media Video, Featured Image, etc.,)
  • Improve the customer experience journey at the stores and develop the standard guideline for the stores
  • Announce the official rebranding information to internal employees, partners, and the audience.

 

Client:
Hoa Phat Furniture

Industry:
Furniture

Time:
2021 - 1H.2022
02
Our Approach

Based on various insights from the furniture industry research, as well as in-depth interviews with Hoa Phat Furniture's employees, partners and consumers, Aurora proposed a comprehensive marketing strategy with the big idea: 

TAKE THE LEAD TOGETHER

  • Product Marketing | Offer an optimal positioning strategy for all brand's existing products.
  • Trade Marketing | (1) Develop a long-term strategy to expand cooperation, optimizing bidding channels and annual trade calendars. (2) Optimize the customers' shopping experience.
  • Communication | Building a communication strategy and transformation roadmap targeting on 03 main audiences: Internal, Dealers, and Consumers with the message: “Brighten up your space, take the lead together.
KEY ACTIVITES:

Rebranding Strategy

Logo (revised) & Brand Identity

TVC & Inspiring Video Production

Series Key Visuals

Dealer Standards Kit

Internal Communication

Multi-channel Communication: Social, PR, KOLs/ Hot pages, Display Ads, TVC Booking, VOV, Wi-Fi Marketing, SMS, Landing page

TVC: Rap Battle between Big Boss & Manager

03
The Results

Hoa Phat Furniture’s rebranding campaign into The One Furniture has received a lot of positive responses and feedbacks from the customers, partners, retailers and employees.

The transformation in brand’s name is a big challenge as Vietnamese is familiar with Hoa Phat Furniture. However, it's also an opportunity for The One Furniture to grow stronger, more globalized and maintains their leading position in Vietnam Furniture Industry.

The One Furniture - Ready to take the lead.

33
m
IMPRESSIONS
998
k
ENGAGEMENTS ON MEDIA

And for many brainstorming sessions and sleepless nights to create the success of this project, thank you our beloved Light Chasers, partners and friends.

Hashtags

#
Rebranding
#
Nội Thất Hòa Phát
#
Nội Thất The One
#
Furniture