Absolutely Fabulous is a furniture company catering primarily to expatriates in Thailand. High quality solid hardwood furniture from Thailand and Indonesia and home accessories created by top European designers are the company’s main sell.
Absolutely Fabulous’s name needed to change, namely because it was not the only furniture company using this name. Many competitors were attempting to emulate Absolutely Fabulous, but with cheaper quality products and poor customer service.
In order to move away from the group of imitators, the company needed a new name and an identity that reflected it’s uniquely designed, individually crafted, high quality artisan furniture combined with excellent customer service and aftercare that lasted the span of the furniture.
The identity also needed to be line with the brand’s physical existence, and convey a unified message across the different touchpoints a potential client was bound to come across.
Absolutely Fabulous was renamed ‘Abode’ a fitting name for the showroom and the company. The physical environment was modeled and outfitted into sample living spaces, showcasing various themes including modern, traditional, and homes that fused the East with the West, to appeal to the expats that were the company’s target group. Visitors at the showroom felt a sense of place, and style, and were invited to treat the space as they would their home. All the products had a story behind them, of unique design, quality and craftsmanship, and Brand New Day attempted to bring forth these aspects in Abode’s identity. We used red as a primary colour – an auspicious colour in most Asian cultures, to stand out and create liveliness. At the same time, the font type and written script style used had a sense of craftsmanship to it, encapsulating Abode’s main proposition of being ‘Soulfully Crafted’ in product, design, identity, and language.