Unico is one of Finland's leading manufacturers of sofas and beds. After years of success in the Finnish market, the company set its sights on Sweden with an ambitious goal: to become one of the country's leading online furniture brands.
The expansion required more than a new sales channel. It called for a complete repositioning of the brand to meet the expectations of a new market and a new generation of consumers.
Challenge
Unico was transitioning from a traditional product-focused business model to a direct-to-consumer e-commerce brand.
The challenge was to create a brand that combined Scandinavian craftsmanship, sustainability, and comfort with a more progressive and contemporary identity—one that could resonate with digitally savvy consumers while standing out in a highly competitive furniture market.
Solution
We developed a new brand platform, communication strategy, and creative concept built around the idea of Come Forth.
The concept balances two seemingly opposite forces: comfort and progress. A sofa is a place to slow down and recharge, but also where ideas begin, plans are made, and life moves forward.
To reinforce the connection to Scandinavian nature and craftsmanship, product families were named after natural elements such as Chestnut, Ivy, and Linden. This storytelling extended into the visual identity, where each lifestyle image featured a subtle reference to the product name—creating a cohesive thread between product, story, and environment.
From naming and messaging to films, lifestyle photography, and brand communication, every element was designed to connect comfort with ambition.
Result
The result was a modern and scalable brand platform tailored for the Swedish market. By combining craftsmanship, sustainability, and contemporary storytelling, Unico gained a clear position in a crowded category and a strong foundation for future growth.
Interior design
For Unico, we planned, styled, and art directed the visual content for the brand's new website. From interior design and set styling to lifestyle photography, every environment was carefully crafted to reflect the brand's Scandinavian identity, product naming concept, and premium positioning. The result was a cohesive visual experience that strengthened the brand story and created a more inspiring online customer journey.
