Catalog design for Mobello's Primera collection

How a minimalist and nature-inspired catalog design showcased Mobello's commitment to sustainability and quality, boosted sales, and successfully introduced the company to the US market

Mobello, a German-based premium furniture company, has a strong commitment to sustainability and quality. As part of their sustainability initiatives, Mobello plants a tree every time a purchase is made. Brandiaq was tasked with creating a catalog for Mobello's Primera collection, which reflected the company's values of "nature", "passion", and "quality". This case study will explore how our catalog design showcased these values, incorporated sustainability, and increased Mobello's brand awareness and sales.

Work we did

Research Brand Audit Creative Direction Catalog Design

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Brandiaq designed a minimalist catalog for both print and web, taking into consideration the needs of both the EU and US markets. The catalog was designed to reflect Mobello's commitment to nature, using natural colors and high-quality images that showcased the craftsmanship of each piece of furniture. The catalog's clean layout and simple design make it easy for customers to navigate and appreciate the products. We advised Mobello on the type of paper that would be the best fit for them, choosing an environmentally friendly paper that maintained the premium look and feel of the catalog.

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Before designing the catalog, Brandiaq conducted extensive research to understand Mobello's brand strategy and positioning. The agency also conducted a brand audit to understand the company's core values, target audience, and overall brand identity. This research helped Brandiaq understand Mobello's commitment to sustainability and its focus on nature, passion, and quality. Armed with this knowledge, Brandiaq was able to design a catalog that resonated with Mobello's brand and values.

The design process started with the art and creative direction. Brandiaq's team of designers focused on creating a visual language that conveyed the company's commitment to sustainability, nature, passion, and quality. The team decided to incorporate earthy tones and natural textures to convey the message of sustainability. They also included high-quality images of the furniture to showcase the quality of the products.

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The catalog was designed with the purpose of being distributed to potential customers and trade professionals in the US and EU and is available in its web version on Mobello's websites. The catalog helped increase Mobello's brand awareness and led to an increase in sales of the Primera collection.

Values

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Although the catalog was designed for both the EU and US markets, the US version was Mobello's entry into the US market. The catalog was designed to appeal to the US market by including images and information that resonated with US customers, as well as all the furniture measurements chandes from the metric system to inches. The US version of the catalog also highlighted Mobello's commitment to sustainability and the company's tree-planting initiative, which was an important message for the environmentally-conscious customers.

concept written vertically on a background of a kitchen counter in brown and with lights and a bowl. Branding picture, visual identity of a furniture webshop the word design written vertically on a photo with chairs and lamps and tables, part of the brand and visual identity of the furniture brand HH

The web versions of Mobello's Primera catalog were designed to be shoppable, providing customers with the convenience of browsing and purchasing products directly through the catalog. This was an essential component of the catalog's design, allowing Mobello to expand its business.

Sustainability

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We had to ensure that the user interface was easy to navigate, visually appealing, and provided clear instructions for making purchases. This required careful consideration of the user experience (UX) design, to ensure that the product images are high-quality, showing the furniture from multiple angles, and accompanied by detailed descriptions and specifications. This allows customers to make informed decisions.

the word design written vertically on a photo with chairs and lamps and tables, part of the brand and visual identity of the furniture brand HH concept written vertically on a background of a kitchen counter in brown and with lights and a bowl. Branding picture, visual identity of a furniture webshop

In a nutshell, Brandiaq's minimalist design of Mobello's Primera catalog successfully showcased the company's commitment to sustainability, nature, passion, and quality. Our research, brand audit, and art and creative direction helped create a visual language that resonated with Mobello's target audience in both the EU and US markets. The use of sustainable paper for the print version and the inclusion of Mobello's tree-planting initiative in the catalog further reinforced the company's commitment to sustainability. The successful design of the Primera catalog helped Mobello establish itself as a premium furniture brand and the ROI of the project is measured in terms of increased sales and brand awareness. The US version of the catalog was Mobello's entry into the US market, making it a significant milestone for the company.

Designer Chair

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