Brand Strategy

Royo is a family company that manufactures bathroom furniture intending to reposition itself as a leading brand in the sector. To do so, we wanted to position the brand on a more sophisticated and contemporary spectrum coinciding with its 50th anniversary. To distinguish brand communications in a highly homogeneous sector, we developed a differential communication strategy by researching the most used discourses in the sector, reflecting on the current brand DNA, and analysing the competition. We proposed a twist in its communication, emphasising and humanising one of its core values, that of a specialist brand.

Royo’s communication focused on the benefits and rational attributes of the product, yet their discourse could convey even more emotion. The way to add a human nuance to this area was to create a public-centred brand leitmotif: “We make people’s lives easier”. Focusing on helping people live their life better and creating a narrative beyond the product.

To summarise all this strategic thinking in one sentence that condensed both rational and emotional arguments, we came up with the phrase: “When everything fits, you always get it right”. A verbalisation that was easy to understand and accessible to all. The static graphics contained all the rational brand values, perfectly fitted next to the furniture and represented in a figurative way. We also came up with the “No. 1 bathroom furniture manufacturer in Europe” seal, which provided the rational aspect that has always accompanied the brand.

The manifesto, imbued with a clear aspirational purpose, effectively conveyed its message through the carefully chosen tone, rhythm and audiovisual elements employed. It emphasized the main idea we sought to convey, highlighting that pivotal moment that effortlessly ensures seamless and surprise-free experiences