Tallero + Gerund
How to imitate the physical experience in an online channel?
Driving a Business Through the Reinterpretation of a Personalized Experience
Services
- Branding & Communication
- Experience & Interaction
Challenge
Tallero is a Mexican company specializing in the design and manufacturing of custom furniture. After a period of rapid growth, they noticed that their two main points of contact—the physical showroom and the online store—were built on very different foundations. While the physical store offered a complete experience with personalized advice, their online store was simply a furniture purchasing platform.
This difference between their channels led Tallero to seek a brand refresh.
Solution
Starting the rebranding without a clear strategy was almost like making furniture without knowing the measurements, so we decided to hold a workshop with their team and define where they wanted to take their brand. We analyzed the competitive advantages and characteristics of the current business, studied the competitive context, and delved into their customers' perception.
We designed a visual identity that responds to a mature and professional persona while not neglecting its free and daring character, which is reflected in the spontaneous strokes that intervene in the rest of the system to represent Tallero's characteristic customization.
Once the brand core is structured, we create a digital communication strategy aimed at conveying the brand's value and benefits to its various audiences.
We built an online experience capable of adapting to the needs and interests of different types of users, which allowed us to align the e-commerce experience with that of the physical showroom, bringing personalization to the digital world and giving the brand coherence.
Impact
- Stand out from the competition
- Align offline and online experience
- Position the value proposition
Learning
“Understanding and delving into the how and why of the business allowed us to direct our actions towards a solid strategy, one that adhered to a well-founded purpose and sustained versatile customer interaction.
