Co-operation between Juul and Kunde & Co began in 2011 with a communications strategy to better position the brand. In 2017, it was agreed to update the strategy, offering the perfect chance to revive interest in Juul by establishing a more concept-based approach to marketing the brand.
Furniture for life
Juul is a standalone furniture brand under N. Eilersen A/S that provides modern, comfortable designs at affordable prices. Experienced craftsmen produce their designs in N. Eilersen factories.
For maximum effect we started our concept from scratch. The winning idea – “Create your own juulook” – lets customers create their own Juul universe while maintaining focus on classical details. This allows us to move the brand forward while reflecting the core characteristics of Juul: as a timeless, high-quality brand for a wide audience.
To strengthen Juul’s position, we developed a classic, minimalist lookbook photographed by Kunde & Co’s in-house photographer in Juul’s Funen showroom. The book was designed by art directors from Juul and Kunde & Co to embody the brand.
The lookbook is currently on display at Juul’s distributors in Denmark, Norway and Sweden, with additional print ads released to bolster the “Create your own juulook” campaign. This has generated enhanced visibility for Juul – in stores as well as in home & lifestyle magazines.
- Further position development
- Communications concept
- Campaign development
- Print ads