Aluxo
Creating a fashion-focused brand for a new trend-led, luxury home furniture retailer.
Communications,
Design,
Digital
With over 30 years of experience in the furniture industry and an already successful family-run wholesale and trade furniture business, the creators of Aluxo came to us for a brand that would establish them as a leading, business-to-consumer, luxury furniture retailer.
Aluxo briefed us to develop a comprehensive brand strategy and a strong, distinctive brand identity, that encompassed brand foundations, tone of voice, and visual brand design to ensure the businesses success.
Verbal Brand
Following in-depth research, including stakeholder questionnaires and industry and competitor analysis, we led a workshop with Aluxo’s senior team to delve deeper into why the business exists to inform the next stage of our brand process.
Building out its brand foundations, we defined what Aluxo will do, how they will do it, and why they are doing it, as well as its underlying need and what makes it unique in the market. This led to the creation of its brand purpose: To offer trend-led, statement furniture that allows our customers to create a home they can be proud of and expresses who they are.
From this we developed Aluxo’s brand values, voice, and strapline – make a statement at home – to communicate the brand’s ability to help its customers express themselves and make an impression with their home interiors, as well representing style, pride, and personality.
Visual brand
Taking our cues from Aluxo’s focus on trend-led, fashion forward furniture and interior design, we wanted a visual style that connected to the fashion world, whilst providing a consistent, classic backdrop to ever-changing interior trends.
Aluxo’s typography is inspired by luxury fashion brands and high-end fashion magazines, using an elegant serif typeface for the brand logo to convey an established, trustworthy brand, and creating a timeless feel that is complemented by the carefully selected colour palette.
The X in the Aluxo name – an abbreviated form of A Luxury Home – is used to create a bold statement device that can be used to create dynamic layouts. Reflective of a piece of furniture, the device can be used across branded assets or over photography to create a unique watermark.
Brand launch
In addition to supporting the launch of the new brand at various touchpoints, including designing digital assets for web, social and advertising, we were briefed to develop Aluxo’s social strategy, and create content and manage its social channels from launch.
Testimonial
“We were quickly blown away by the direction that Two Stories took Aluxo. The team was able to consolidate our early vision and ideas into a clear brand identity, they really saw what Aluxo stood for and provided the tools for us to be able to express this to our audience. The entire team is friendly, enthusiastic and able to turnaround first class assets in a short timeframe.”
Claire Muldowney, Director, Aluxo
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