Background

Unico, a leading Finnish manufacturer of sofas and beds, is taking on the challenge of expanding into the Swedish market and transitioning from traditional sales to e-commerce. By redefining its brand platform and aligning its communication strategy with Scandinavian design and sustainability, Unico aims to establish itself as one of the top five e-commerce players for sofas and beds in Sweden within the next five years. With a focus on young adults and homeowners, the company has developed a comprehensive marketing strategy designed to deliver unique and seamless purchasing experiences.

Challange

Unico is facing the challenge of expanding into the Swedish market and transforming from a product-focused sales model in Finland to an e-commerce model in Sweden. The differences between the two markets and sales strategies necessitate a restructuring of the brand platform and an adaptation to the needs and buying behaviors of Swedish consumers.

Solution

To meet the challenge, Unico has developed a new brand platform and communication strategy that emphasizes Scandinavian design, sustainability, and craftsmanship. The new strategy also includes a reworking of product and brand names to create a strong connection to nature. Each lifestyle image contains a subtle hint of the product’s name. Examples of this are Chestnut, Ivy, and Linden. At the same time, the brand needed to feel progressive and in tune with the times, aligned with its target audience. Thus, a brand was created that not only conveyed comfort but also a modern, forward-thinking approach. The concept ”Come forth” illustrates how these two elements unite in a shared vision.