Based in Vietnam, Square Roots produces British designed, solid oak dining furniture for the worldwide retail market. As it was expanding the business needed to refine and upgrade their brand message of hand-made quality to achieve sales targets in new stores.
Hand-made stands for quality, but it also leads to small differences, which is not something department store customers are necessarily used to. This successful team of designers was expanding their business into major retail outlets in Asia and the US. Designers have their own exacting standards and we joined forces with them to raise the overall quality of the brand, packaging and marketing materials. Working with copywriters Ingram and MacIntyre, we developed the brand story and messaging. One small addition designed to assist in-store sales were tear-off information pads for placement on display pieces. But the big picture was to make the brand message as unique as the furniture. For this we went to the source of the beauty and the company’s USP, and had whole sections of French Burgundy Oak sent over so we could work straight from the tree, retaining every tiny aspect of grain and texture.
“Mytton Williams have been a pleasure to work with. They quickly understood our brief and worked collaboratively with us to define and develop our brand. They share our love of design and helped us to beautifully articulate who we are – internally and to our customers. The team is small enough to work directly with the designers, but big and experienced enough to handle an international B2C brand. The end result is considered, creative and we now look like a trusted brand in the market – we are delighted”
Ed Stoddart, Director
Collaborators: Ingram and MacIntyre copywriting, Opal Print