Cavaletti
Customer: Cavaletti S/A
Scope: Consultancy, Curatorship, Architectural and Identity Concept Design, Project Turnkey, Construction Turnkey
Redesigning the Standards of the Furniture Industry
Acting in close partnership with the brand since 2007, R4DESIGN has participated in the evolution of the value proposition of the largest manufacturer of corporate seating in Brazil – and one of the largest in Latin America.
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For ten years, R4DESIGN and Cavaletti have developed a strategic partnership with significant results in the Brazilian corporate furniture market. Providing services ranging from consulting advisory, portfolio and content curatorship, to architecture and identity projects. We created an environment of trust and collaboration that resulted in the constant strengthening of the brand and market expansion – more precisely tripling the size of the business from 2007 to the present day.
HISTORICAL BACKGROUND
In 2007, already one of the largest factories in the segment in Brazil, Cavaletti realized it needed a new brand alignment. At that time, the company's image referred to a small-sized factory. Serious and competent, but still unprofessional. The product mix, despite being extensive, was confusing in its organization, and there was no clear brand identity due to a wide variety of applications.
R4DESIGN developed a comprehensive diagnosis of the brand's actual status with all of the company's audiences. Based on the clear identification of the existing scenario and the organization's objectives, the new positioning "Valor em fazer mais" (Value in doing more) was defined, which summarizes the company's committed way of operating in all its instances.
The new graphic brand was then developed, and the visual identity was expanded to all applications in the brand's universe in more than 100 specific projects. Concurrently, the mix adjustment reduced the number of lines from 17 to 11, which began to be identified by proper names related to their characteristics and applications, retiring identification by codes and facilitating identification by the target audience.
The initial process, lasting about two years, consolidated a new internal alignment within the company, which achieved growth above 30% in the very first year (2008), compared to an average segment growth of 4% (Source: Abimovel). The new identity was widely accepted, and the new commercial tools – including a new website, catalogs, and a new organization of the product mix – helped to multiply the results. Since then, the company has tripled the size of the business and aims for more.
The company was recently awarded as the most profitable in the furniture segment in the Southern Region, and has also been listed repeatedly among the 500 Largest in the South in a ranking prepared by Revista Amanhã/PwC, with a revenue close to R$150M.
Another relevant evidence is the brand's participation in the Salone del Mobile in Milan 2017, which signified a new impetus for its international presence, which already includes sales to over 15 countries.
The brand consolidation continues to happen since the initial implementation, and R4DESIGN has been a continuous part of the process, supporting Cavaletti in important projects such as sector trade fairs, new product launches (including line positioning and naming), showrooms, among others.
In the images, Cavaletti Design Space at Movelsul 2016, on the occasion of the launch of the Vélo line (design Marc Sapetti).
Suppliers: CF Stands (Assembly), Impresul (Printed Material)
Photos: Marcelo Donadussi
HISTORICAL BACKGROUND
In 2007, already one of the largest factories in the segment in Brazil, Cavaletti realized it needed a new brand alignment. At that time, the company's image referred to a small-sized factory. Serious and competent, but still unprofessional. The product mix, despite being extensive, was confusing in its organization, and there was no clear brand identity due to a wide variety of applications.
R4DESIGN developed a comprehensive diagnosis of the brand's actual status with all of the company's audiences. Based on the clear identification of the existing scenario and the organization's objectives, the new positioning "Valor em fazer mais" (Value in doing more) was defined, which summarizes the company's committed way of operating in all its instances.
The new graphic brand was then developed, and the visual identity was expanded to all applications in the brand's universe in more than 100 specific projects. Concurrently, the mix adjustment reduced the number of lines from 17 to 11, which began to be identified by proper names related to their characteristics and applications, retiring identification by codes and facilitating identification by the target audience.
The initial process, lasting about two years, consolidated a new internal alignment within the company, which achieved growth above 30% in the very first year (2008), compared to an average segment growth of 4% (Source: Abimovel). The new identity was widely accepted, and the new commercial tools – including a new website, catalogs, and a new organization of the product mix – helped to multiply the results. Since then, the company has tripled the size of the business and aims for more.
The company was recently awarded as the most profitable in the furniture segment in the Southern Region, and has also been listed repeatedly among the 500 Largest in the South in a ranking prepared by Revista Amanhã/PwC, with a revenue close to R$150M.
Another relevant evidence is the brand's participation in the Salone del Mobile in Milan 2017, which signified a new impetus for its international presence, which already includes sales to over 15 countries.
The brand consolidation continues to happen since the initial implementation, and R4DESIGN has been a continuous part of the process, supporting Cavaletti in important projects such as sector trade fairs, new product launches (including line positioning and naming), showrooms, among others.
In the images, Cavaletti Design Space at Movelsul 2016, on the occasion of the launch of the Vélo line (design Marc Sapetti).
Suppliers: CF Stands (Assembly), Impresul (Printed Material)
Photos: Marcelo Donadussi
