ABOUT nID
nID is a furniture and decorative accessories brand. Its products draw inspiration from the beautiful shifts of nature and are made from durable, natural materials. The premium, refined designs are crafted by skilled artisans and cabinetmakers.
PROJECT ANALYSIS
BRAND POSITIONING
nID.asia distributes products from three brands:
A premium product range. Bolia.com is a major international name with strong brand recognition.
Bolia.com also runs an omni-channel strategy across its online platform and brick-and-mortar stores.
Bolia.com has successfully embraced sustainability, using environmentally friendly materials — one of its key strengths against other furniture brands on the market.
Quality lighting with many useful features, built to last and priced sensibly.
Nordlux offers a broad catalogue of products and services, including quality lighting with rich features at fair prices. Its goal is to become one of the top three brands in Europe.
Nordlux's strength lies in its aesthetic design language and its push for sustainability through environmentally friendly materials — the direction the industry is heading.
Unlike Nordlux, which supplies lower-priced ranges, DFTP focuses on design and quality — the high-end segment of Danish lighting design.
EXECUTION STRATEGY
Maximising customer awareness of the product choices on nID.asia
Because each distributor serves a different audience with a different product mix, we focused on brand promotion and classified products by brand name.
Beyond arranging the catalogue by brand, we also arranged it around what customers came for, with menu categories such as “Sofa”, “Lighting” and “Furniture”, depending on what the customer is after.
In the “About us” menu, customers get to know nID through an introduction that highlights the sustainable materials behind the products — making it clear that buying from nID supports sustainable business and smarter consumption. That matches nID's positioning: a brand for higher-income customers who are socially aware.
In this industry customers deliberate carefully, because the pieces are expensive and meant to last, so they tend to visit a showroom before buying. We surfaced the physical showroom addresses by adding a “Stores” menu.
Turning shopping online with nID.asia into the experience of a whole way of living.
We understood that setting the overall style of the website meant helping customers experience a way of living. One limitation online stores have against physical ones is that they rarely maximise the customer's experience.
By committing to one design theme across the whole site — an elegant, understated Scandinavian style built on three core tones of white, cream and warm cream — the spirit of the brand and its products came through: warm, close to nature, made from sustainable materials. It is also a design that balances three things: beauty, simplicity and practical function.
Keeping the theme consistent, largely through imagery, lets customers immerse themselves in the visual experience and moves them along from consideration to purchase.
Brand identity
