The Behaviours Agency has carried out a brand repositioning for fitted furniture challenger brand Fittingly.
The Stoke-based business challenged the agency to develop a new brand positioning and distinctive visual identity that would break the status quo of the standardised fitted furniture market.
Through its challenger framework and behavioural approach, the agency identified that people are more creative and more empowered than ever in how they style and fit out their home. Their home is the single most important expression of who they are and how they want to express themselves. They don’t want to make compromises with it, and they want things to fit perfectly and look exactly how they want.
Based on this insight, the agency positioned Fittingly as the creative wingman in making fitted furniture ‘totally yours,’ the thinking being that great design gets beyond compromises and gives people exactly what they need.
The positioning, summarised by the strapline ‘Totally Fittingly Yours’ gives the brand licence to bust the status quo in fitted furniture, and be transparent with their messages.
The Behaviours Agency has also created a distinctive and memorable brand identity for Fittingly. The brand toolkit includes a new logo, colour, product naming system, tone of voice, photographic style and other assets. The new brand will live on a newly designed website that launches today (April 3).
Sue Benson, managing director of The Behaviours Agency said: “We were so excited by the opportunity to work with a challenger brand such as Fittingly. Not only are they on an amazing scaling journey, they are willing to invest in the brand and trust our brave and disruptive ideas to cut through in the highly competitive fitted furniture category.”
Marty Day, sales and marketing director, Fittingly, added: “We’ve loved working with the team at The Behaviours Agency. Our brand needed to have significant standout and be memorable to appeal to a younger audience of fitted furniture, which they absolutely delivered! The end result is a stunning new brand identity that we are really happy with. The team’s creativity and behavioural approach has really resonated with how we want to work as a business, and we’re excited to see how the brand launch delivers.’’
