Case Studies

We supported a new business venture specializing in manufacturing and selling household furniture, starting from the initial stages of brand development. Our responsibilities encompassed comprehensive brand development, including EC site design and store design. 

 

Utilizing our background in the production of fixtures for retail spaces, we ventured into a new business to capture a fresh market.

ENEN’s parent company, “Kabushiki Kaisha Tenkensoui,” is launching a new business aimed at exploring a new market through BtoC by leveraging their expertise in producing fixtures and their know-how in product development. With over 50 years of experience, Kabushiki Kaisha Tenkensoui operates two core businesses: Store Express, which manufactures and sells furniture, fixtures, and equipment for over 600,000 member stores, and a store design and construction business with a track record of more than 40,000 projects.

Creating a brand advantage that can compete against established competitors is crucial.

The general household furniture industry features dominant large companies with low-priced offerings, thick layers of domestic brands in the mid-range price segment, and various D2C or EC-exclusive brands. Given this competitive landscape, securing product superiority and defining the right target audience are crucial for successfully capturing a new market. We provided support starting from formulating brand strategy, recognizing it as pivotal for business success.

 

We provided comprehensive support for facility development, covering everything from marketing to architectural planning, MD (tenant) and installation function planning, and branding.

 

■ We conducted market research to understand the characteristics of the customer base that would be central to purchasing.

Firstly, to identify the core attributes of our target customers, we conducted market research primarily using statistical data and public surveys. The focus was on understanding demographics that purchase furniture, their purchasing scenarios, and lifestyles. Through this research, we aimed to develop a common understanding of our customer base and establish directions for product development, building an EC site, and developing physical stores.

 

■ Drawing on the company’s background and considering the research findings, we formulated a brand concept and strategy.

Leveraging Store Kensoui’s expertise in product manufacturing to prioritize “high satisfaction at competitive prices,” we proposed a strategy centered on furniture production using modular parts. This approach, utilizing modular parts derived from store fixture manufacturing expertise, aims to cater to diverse needs effectively. It aligns well with the company’s established manufacturing philosophy and DNA, ensuring ease of implementation.

Additionally, to expand the customer base, we suggested a direction focusing on creating furniture with basic designs that can coordinate with a wide range of interior styles.

 

■ Based on the role as a supporting store in the predominantly EC-driven business, we provided support for store development.

We conducted competitive analysis with a strategy to prioritize areas in urban centers where furniture and interior shops are concentrated, ensuring ease of access for customers. Given the phased approach to store openings, we aligned the strategy for future permanent and pop-up stores based on the characteristics and roles of each store format.
Furthermore, we prepared business proposals for real estate developers and property owners, providing support in property search through introductions and accompanying discussions.

 

■ Creating a showroom-type store to support purchases on EC.

We created a store that showcases our brand’s characteristic modular and diverse furniture designs, which are achieved through the combination of common parts, and considers the role of a physical store in supporting purchases on our e-commerce site.

[Design (Layout and Fixtures Planning)]
Considering the products to be displayed and the actual operations in the store, we examined the store layout and the shapes and functions of the fixtures. In this particular store, to support customers who are considering purchasing on the EC site, we emphasized ‘experience.’ We included fixtures that allow customers to try different combinations of tabletops and legs, tables that offer a wide variety of shapes, materials, and colors, a VR placement simulator operated with miniature furniture, and a clipping wall with product explanation cards that directly link to the EC site product pages. Therefore, we made detailed design adjustments to accommodate these various functions.

[Design Consideration]
There were many products on display, each with a variety of materials and colors, and the store was rich in information including experiential functions. Therefore, we kept the overall design as simple as possible to make the products stand out. Additionally, as a hub for information dissemination, we created a bright and comfortable atmosphere so that people casually walking by could feel welcome to drop in.

 

■ Considering approaches for promotion and PR by combining various methods and media.

Considering that the main sales channel is EC, we focused on digital media as the core while also recognizing that furniture is a product where the opportunity to physically interact with it is important for purchase decisions. Therefore, we considered approaches that combine various methods and media for disseminating information, aiming to create touchpoints with the target audience. In practice, we conducted a pre-launch using crowdfunding, published a teaser site, and issued press releases to generate buzz and disseminate information in advance of the brand launch.

 

 

■ Development of a brand name and logo mark to convey the brand’s message.

We developed the brand name ‘ENEN’ to convey the brand statement ‘Creating a lifestyle where enjoying furniture is easy,’ symbolizing the connection between customers and furniture through the concept of ‘en’ (connection), and reflecting the circular production and sales model focused on maintenance and ongoing use with the motif of ‘en’ (circle). Additionally, we developed the series name ‘KUUM’ for modular furniture, which consists of original basic parts combinations.
The logo design symbolizes and represents the process where customers create their preferred spaces and forms, using shapes inspired by building blocks and floor plans.

 

■ Creating a website that clearly communicates the features of our products, initiatives, and brand.

We created a simple layout for our EC site to enhance usability for furniture purchases and effectively convey the information we want to communicate. Considering ENEN’s distinctive feature of a wide range of color options, we designed illustrations and color schemes that align with the brand’s taste to highlight ENEN products.

[Web Design: EC Site] Design
We adopted a simple layout to effectively communicate diverse information, such as explaining the features of ENEN’s core product, modular furniture, and introducing digital tools like virtual simulations and virtual stores as platforms for product experiences. We also focused on guiding users seamlessly to the product pages they are interested in through intuitive navigation design. Elements like color schemes and illustrations are designed to align with the brand image and serve as accents.

[Web Design: Teaser Site] Design
We built a single-page website for pre-launch information dissemination before the EC site launch. The site includes our brand philosophy, furniture features, product lineup, digital initiatives, and more. We conducted photography from interior styling to shooting (except for some parts) and also handled the creation of illustrations.

[Web Design: Room Layout CG] Virtual Layout Creation, Interior Design, CG Production
We created CG images featuring ENEN furniture to evoke scenes where the furniture is actually used. We designed virtual space layouts and interior decorations tailored to four different styles (Nordic Mix, Natural, Modern, Steel & Material), aiming to represent room coordination that resonates with the client’s desire for ‘ideal room creation.

 

[Web Design: Virtual Store] Design
Our virtual store aims to provide a purchasing experience that is uniquely possible online, offering immersive panoramic views where customers can experience product displays and furniture arrangements in a virtual environment. We designed the layout, content presentation, and UI for this virtual store concept.

Given the high usage from smartphones, we designed the screen layout and interface to ensure seamless operation and comfort on both computers and smartphones.

 

■ Design and Planning of a Support Store Offering Real-Store Unique Information and Product Experiences.

This store prioritizes real-store unique experiences, offering various functionalities to support purchases on EC, from confirming comfort, material texture, and size to various simulators and 3D representations in actual size.

■ Store Announcement Tool + Application Design + Video Production.

We conducted design work that extends the brand’s taste to every detail of printed materials and supplies, achieving consistent brand expression by designing touchpoints with customers comprehensively, including website and store designs. Additionally, we have produced image videos and service explanation videos for the EC site and store signage.

EC SITE TOP MOVIE

3D ROOM MOVIE

AR CAMERA MOVIE