The bug.
WTP had built an established furniture business in Singapore and planned to expand into India, beginning with Bangalore. It needed a proposition that would appeal to a younger generation of homemakers with different tastes, expectations and alternatives.
The strategic decision.
We developed MIMI as a distinct brand, bringing together contemporary design, dependable quality and accessible pricing. The positioning occupied the space between mass-market utility and premium furniture, with an offer shaped around how the target consumer wanted to live.
What changed.
The proposition addressed three practical barriers to purchase: finding the right pieces, imagining how they would look at home, and balancing quality with price. These needs shaped the proposed range and service experience, supported by an expressive, approachable brand personality.
Evidence of the result.
The work produced a defined target audience, positioning statement, brand promise and personality, brought together through the brand line “The look that makes you feel.” WTP had a clear brand platform to guide its planned entry into India.
Project outcome
