Kave Home

The challenge

The furniture and interior design industry in Spain has experienced two great revolutions. The first came in 1978 when Ikea opened its first store in Tenerife. This brought with it the democratization of furniture; access to simple, modern products at unbeatable prices. The second great revolution for this sector is currently taking place.

The rise of e-commerce has made quality furniture at affordable prices accessible to all. Kave Home is at the forefront of this new model.

The solution

Together with Kave Home’s international team, we have developed a very personal, customer-focused approach by connecting furniture and fashion, growing their community and developing a visual strategy for their brand positioning.
Kave Home’s notion of home decor is that it not only evolves with trends, but that it actually represents us: our tastes and passions. For Kave Home, a home reflects its owner. With this in mind, our insights team brought their detailed customer analysis to the project. We started by studying the values and interests that were important to Kave Home’s customers.

Based on our findings, we proposed 100% customer-centric positioning to Kave Home. One of the key findings based on the ethnographic techniques that we employed, was the indication of a strong link between fashion and furniture. Their customers are also busy people who expect e-commerce to deliver quality products quickly. We proposed to reposition Kave Home as the first brand whose mission statement would be “fast fashionable furniture”.

New Vision:

New Goal:

Personality:

A new e-commerce