The task was to create a new product brand concept for Cervera, a Swedish retailer in glass, porcelain and table settings. The mission included naming, brand concept and packaging identity. The main challenge was to reaching out to the 80s generation, those who received their first permanent job and plans for a permanent home with a future family.
They are looking for household items that have a higher quality than IKEA and other retailers in the lower price segment. Inspired by the target group’s (people born in the 80s) own, seamless transition between different platforms, languages and cultures, we wanted to create a context that feels open and inviting, with no preaching about etiquette rules or boring musts.
The idea was to create a context built on spontaneity and companionship. The new brand takes on the position as a modern and open alternative. A collection of table sets, embracing design and function with every moment, every taste and every story that takes place around the dining table. The natural gathering place for all of us.
The table is one of our most obvious and natural meeting points, every day and in every home. It also reflects different events and meetings. Large or small, special moments or everyday stories about life. It’s a place to express feelings – romantic love and close friendship. Anticipation and trust. Tears and laughter. Discussions and decisions. News and celebration. Table Top Stories embraces all of these situations, through design and function that brings people to the place where life comes together. Around the table. On the table. At the table. Apart of every moment, every taste and every story.