drapilux – A branding exercise from positioning to web design

advertising agency

Finding space for an established brand in a busy industry.

Branding and corporate design for Drapilux

In a crowded industry how do you find a place for another textile brand?

Drapilux produces textiles for public spaces – hospitals, theatres, hotels and gastronomy are all members of their target audience. To ensure the longevity and relevance of their products in such demanding locations, every textile is upgraded with ‘intelligent functions’.

How can we position the Drapilux brand in the industry and differentiate it from the competition? And how can we get this message across in the most direct way?

Client	drapilux
Disciplins	Branding, corporate design
Website	drapilux.com
Studios	Creative, Digital

The answer.

A competition analysis showed us that all competitors talk about was the design of their fabric. As this message was overly used, we would need a new avenue to create differentiation.

And so we focussed on the functionality of Drapilux fabrics while communicating great design through the visual language of the brand imagery.

The “intelligent functions” idea became the focus of our campaign.