We had a challenging brief – ‘to reinterpret the Nathan brand and its sub-brand ranges to make its unique heritage relevant to all today's furniture buyers and distribution channels.’ Nathan is a timeless and trusted brand with an enviable existing customer base. However, in the highly competitive retail market and with changing consumer demographics, reinterpretation of the brand is a seen as a commercial imperative. The key to our work with Nathan has been to create a powerful new identity without alienating the existing loyal customer base.
The acknowledged but under proclaimed attributes of Nathan furniture of design, craftsmanship, quality and collectability have been distilled into the copy line of ‘Look Again.’ The ‘Look Again’ concept underpins the new, uncluttered yet bold identity focusing on the visual communication of the quality and detail of the product. In association with a new photographic style, a distinctive Nathan tone of voice and personality has been introduced. Compelling copy invites customers to look, touch and feel the Nathan furniture at the crucial point of sale moment. The Nathan logo has been completely redesigned and a colour palette of black, white and amber has been introduced, creating stand out and differentiation in the visually overloaded retail environment.
“Nathan furniture is at a point of change,” says Andrew Cochrane, Nathan Managing Director. “It is essential for us to establish Nathan as a ‘must-consider’ furniture brand. Mytton Williams have repositioned us as a key player by utilising our heritage to drive a greater brand awareness.”
Art Direction
Logo
Product Sub-brands
Point of Sale / Copywriting
