ABOUT NID
nID is a furniture and decorative accessories brand. Its products draw on the changing beauty of nature and are made from durable, natural materials.
The premium designs come from talented designers around the world and are finished by skilled craftsmen and cabinetmakers. Meticulous detail and outstanding quality are built to last.
nID believes good design is not only what you see, but the feeling it evokes.
Challenge
nID.asia distributes three brands in three different segments: Bolia.com (premium furniture with strong international recognition and a sustainability agenda), Nordlux (quality lighting at reasonable prices, aiming for Europe's top three) and DFTP (high-end Danish lighting focused on design and quality).
Each has a different audience and product range, so a single merged catalogue would only confuse visitors. On top of that, an online store struggles to reproduce the showroom experience — and in this category the feel of a space drives most of the decision, with buyers deliberating carefully over expensive, long-lived purchases.
Solution
The execution strategy: make every product option on nID.asia easy to discover.
Because each distributor serves a different audience with a different range, we lead with brand-based promotion and categorisation. In parallel, products are also grouped the way customers actually shop — sofas, lighting, furniture and so on.
The About section highlights the sustainable materials used in production, so buying at nID reads as supporting sustainable business and smart consumption — which fits an affluent, socially aware audience.
Every product comes with detailed photography and styling suggestions, with prices and offers listed clearly and an easy 'Order' call to action. Knowing how this category works, we gave showroom addresses their own Stores menu with map-based directions.
RESULTS ACHIEVED
We ran one design theme through the whole site — an elegant Scandinavian look built on white, cream and warm cream. It carries the spirit of the brand and its products: warm, close to nature, sustainably made, balancing beauty, simplicity and function.
A single, photography-led theme immerses visitors visually and moves them from consideration to purchase. With a refined, minimal moodboard, the online experience is maximised end to end: product and brand awareness, then the visual experience of nID's design language, then consideration and purchase.
Identity: #FFFFFF, #F1F1F1 and #B7AF9A, set in UTM Avo.