A maker of office seating since 1988, Benel Group has since expanded and moved into new markets. With new business ideas and a new generation of leaders taking over, we were commissioned to help refresh its brand identity.
The project started with a series of interviews, brand audits and competitor analysis as we discovered that Benel was not only a pioneer of ergonomic office seating in Singapore, but has always been a leader when it comes to introducing the latest technology in office furniture. Benel wasn’t just another maker of office seating, but is a market leader and a company that cares for the well being of office workers.
Finding its tagline ‘The Art of Sitting’ limiting, we worked with the management team to build its new identity around the more comprehensive concept of ‘Workplace Well-Being’. This broader viewpoint positions Benel differently and allows them to venture into other complementary products and services without restraint.
The logo and brand colours were updated to reflect the new direction. This was followed by the redesign of its website, retail office space as well as other marketing materials.