Razin
Brand recreation to foster an immersive experience through co-creation and customization in the furniture industry
Project Type
Innovation
- Service Design
Branding
Digital Marketing
Achievements
Bronze Transform Awards MEA for “Best Brand Experience”
Challenge
The furniture industry has become one of the fastest growing industries (CAGR 2021- 2025 of 6.43%) in KSA, witnessing an interest from international and local brands. In line with the country’s openness, and focus on product innovation and local manufacturing, consumer tastes have changed as Saudi millennials become more design-savvy in their choices.
In the 1990s, Razin started out as a furniture manufacturer operating through its wood factory and showroom in Riyadh. Razin was a traditional brand, selling classic and one-style collections in a non-experiential showroom. So, the challenge was to respond to the tastes of modern consumers and keep up with the industry’s focus on evolving local production.
Intervention
Blue Hat was commissioned to reposition Razin as the innovator that fosters co-creation and design-centric approach in the furniture industry. We tackled its brand essence, business model, operational processes, brand touchpoints, organizational structure, brand ecosystem, and communication strategy.
Over the years, Razin lost its competitive edge and lagged behind in the market due to the following challenges:
Traditional brand experience (showroom and factory)
Designs did not meet evolving customer tastes
B2C sales were focused on selling outdated models, rather than customization
Operational processes lacked customer-centricity
A rebrand was due coupled with the following changes in KSA furniture industry:
Focus on empowering local manufacturing
Design-savvy Saudi customers
Openness, rise in expectations
Adoption of digital and social media
Results
We conducted ethnographic research, key interviews with stakeholders, analyzed industry trends, unlocked consumer needs by mapping customer journeys, and audited operational processes.
New Business Model
Through research, we identified a gap in the market which was design-centric, affordable, and speedy furniture customization. We evolved the band with a double-sided business model targeting both customers and interior designers.
Brand Evolution and Repositioning
Throughout 2019 and 2020, with the new strategy implementation, Razin evolved from an outdated brand into an innovative one. Razin became the only furniture manufacturer that provides an experiential space, a factory and resources to millennial customers and interior designers in Riyadh who want to join efforts to customize, design and turn ideas into reality, in an era of booming collaborative and immersive spaces.
Updated Organisational Structure
We hired sales consultants with interior design backgrounds to cater for customization. We shaped the creative director’s position, and head-hunted the person who would lead the new collections’ direction, expand the boundaries of design & production, and create seasonal installations.
Brand Ecosystem
We developed strategic partnerships with:
1. Universities: To teach students about production techniques and launch competitions.
2. Art Galleries: To showcase art-pieces and complete the aimed mood of the showroom.
3. Interior Designers: We developed a Design Trade Program for designers to benefit from exclusive perks; discounts, factory access among others.
Showroom
We transformed the showroom into an experiential space. Facilitating space navigation, we created wayfinding and branded signages. We created “The Lab”; a space with a material and swatch library to enhance exploration, including an events area with audiovisuals. The showroom was designed as a “white canvas” that caters for a variety of events, installations, and furniture collections.
Operational Processes and Client Order Servicing
To highlight customization, we created an exploratory experience. Clients could roam “The Lab”, view different swatches and create their mood-boards. They were provided with 3D design simulations to confirm expectations, leading to a decreased return rate. We digitized the order process to allow for continuous communication and transparency throughout the 45-day production period. To strengthen relations, we created delightful moments such as branded thank-you notes upon installation, first-timer discounts notes, etc.
Factory
We branded the factory with large scale graphics, color-coded zoning, way-finding & departmental signages. We provided guidelines for interior design: entrances to showcase wood-manufacturing mastery, open plans for collaboration (offices), and workshop areas. We created branded trucks and uniforms to empower the team and strengthen Razin’s coherent brand image. The result was a morale-boosting working environment that was open to visitors and collaborators.
Website
We highlighted Razin’s offerings and digitized processes. For the latter, we created order request forms online for clients that included details such as budget, space size, function, etc.
Website Virtual Tour
Due to the pandemic, we created a 360 showroom tour where clients can access the showroom from any device.
Social Media & Campaigns
We created an Instagram presence that educated about Razin and its approach to design and customization. We also collaborated with influencers increasing awareness and engagement.
Launch Campaign
We created an integrated launch campaign themed around a vintage cinematic experience, “A Night at Razin”, inspired by the KSA entertainment boom.
Through redesigning the brand touchpoints, we created an engaging experience for Razin’s customers. The showroom experience was an immersive one focused on the aspects of co-creation and customization. It set Razin apart from its competitors by transforming the relationship with its customers from a transactional to an experiential one. Following the new brand experience and the launch campaign, Razin is now positioned as an innovator in the KSA furniture industry.
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