EDELHOLZ

The challenge

EDELHOLZ is a manufactory for solid-wood executive desks, focused on designing refined statement desks for the international luxury segment. The challenge was to liberate the executive desk from the logic of a furniture product and establish it as an iconic brand asset within the space. Our goal was to strategically evolve EDELHOLZ from a traditional provider of high-quality office furniture into an elevated signature brand. Comparable to what Bang & Olufsen represents in premium sound, translated into the realm of leadership and the world of executive decision-making.

Innovative

The solution

In the BrandCore workshop, we approached EDELHOLZ from the product itself and then deliberately detached it from the product. We deconstructed the brand and the offer down to their core and shaped them into a signature brand in the luxury segment.

With a crystal-clear positioning, a defined brand role, precise client archetypes, and the EDELHOLZ Monolith Code as a framework to establish the executive desk as a brand asset within the space. The resulting brand core was distilled in our Brand Strategy Blueprint with all its nuances and deep refinements.

Including a design strategy, a brand-proof system, and a signature content playbook that defines all production guidelines, ensuring EDELHOLZ not only appears premium, but scales as a movement with a distinctive and recognizable signature.

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Creative

The result

From the BrandCore strategy emerged a clearly positioned luxury brand with a distinctive attitude for EDELHOLZ. The executive desk is no longer perceived as a furniture product, but as an iconic brand asset within the space of leadership. The developed Brand Strategy Blueprint serves as a digital brand proof and central reference system, consolidating premium positioning, exclusive design & aesthetics, elegant language, strong impact, and presence into a consistent and effective brand reality within a brand book and making it reproducible.

EDELHOLZ now presents itself with a precise, calm, and sovereign brand presence that builds trust, provides orientation, and deliberately attracts high-caliber clientele. The brand radiates quiet authority, feels valuable without being loud, and unfolds its impact from the very first impression. Through the clear systematics of the BrandCore blueprint, EDELHOLZ is able to sustainably reproduce and scale this quality, evolving further as a leading signature brand with a distinctive and recognizable hand. Built and thoughtfully handcrafted by PIXIT.

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