Milieu

Services supplied

• Strategic consultation for rebrand, including protection.
• Marketing planning/business repositioning.
• Name generation, brand creation and development.
• Brand guidelines.
• All creative; concept-to-print-ready artwork for a suite of literature, advertising, direct mail and website.
• Creaton of bespoke dislay typeface.
• Print management and fulfilment.

Synopsis of project outcomes

• Unique positioning for market sector.
• Increased net profit by 400% in first year.
• Company has moved from a white-label goods designer and manufacturer to its designer label retail brand.
• More bespoke commissions to complement off-the-shelf products.
• Previous ‘supply and label’ contracts have been replaced with authorised reseller agreements for the Milieu brand.

Meet Arroll Design – a British-based furniture design and manufacturing company. Arroll supplied furniture to trade and furniture retailers who market the products under their own brands.

The company objectives were aimed at rapid growth and Bonfire advised that to achieve this it needed to change its business strategy from a trade supply model to a retail brand with authorised reseller agreements and with a stronger focus on more bespoke commissions.

Here was a designer brand without a brand of its own and a rather special company with its own patented fabrication techniques used in the development of all of its furniture.

From there, an entire brand philosophy was developed around its source of inspiration – our living environment both natural and man-made. After a full business review and planning exercise the name Milieu was selected, registered and the identity in all its glory was developed and launched.

Within 12 months of launch the company had grown its profitability by 400%, and today has an unprecedented pipeline of work, an increasing number of large contract commissions and is investing for the future in the development of a number of sub-brand and business initiatives.