Brand reappraisal & reinvention for Ercol

To celebrate an important centenary year, premium English furniture maker Ercol appointed us to set the foundations for their brand for the next 100 years. Working as brand consultants and facilitators, we directly collaborated with the Ercolani family and senior leadership team to create a new brand strategy and framework to drive brand equity, growth and future-proof the brand for future generations.

We held strategy workshops which challenged pre-existing brand concepts, product design, marketing and Ercol’s retail teams. We used insights from these sessions to reappraise Ercol’s brand purpose and proposition and aligned them with emerging consumer and market trends in their category. We then restructured Ercol’s brand architecture and product segmentation, defining a new strategic approach to the brand’s product naming and content direction.

The result was the creation of a new premium sub-brand, named after Ercol’s founder L. Ercolani. Representing the past and future of Ercol, L. Ercolani is a platform to collaborate with international designers to reinvent and further evolve its legacy of timeless designs.