Brand architecture and brand design for FLÖTOTTO
FLÖTOTTO and AUTHENTICS are brands of the family-run FLÖTOTTO INTERIOR GROUP. Realgestalt developed the brand architecture and visual identity for the holding and both brands incl. production of photos, videos, websites, catalogs.
Assignment
The Flötotto family acquires the trademark rights of FLÖTOTTO with the aim of developing the legendary pioneer of direct sales into the authoritative furnishing manufacturer. In the first step, the production of the modular box furniture PROFILSYSTEM is resumed and the market launch is strategically planned and implemented with Realgestalt.
Flötotto Profile System
The modular profile system corresponded to the attitude to life of a young generation in the 1970s. The catalogs were cheeky, the pictures poppy, and sales were exclusively direct. Flötotto was the alternative to the prevailing wall unit faction. Starting from this strong position, Realgestalt continues to develop the brand’s identity.
Vorschlag: The modular profile system corresponded to the lifestyle of the young generation in the 1970s. The catalogues were bold, the pictures loud, and sales were exclusively direct. Flötotto was the alternative to the prevailing wall unit faction. Based on this strong position, Realgestalt continues to develop the brand’s identity further.
Storytelling
How can we revive the past and implant it in the present? Realgestalt asks eight designers – experts in their field – to reinterpret the potential of the iconic furniture system. Their texts and sketches create visual stories that are bigger than the product itself – fodder for the feuilleton. The designers become multipliers and continue to tell the Flötotto story.
Vorschlag: How can we revive the past and implant it in the present? Realgestalt asks eight designers – experts in their field – to reinterpret the potential of the iconic furniture system. Their texts and sketches give rise to visual stories that are bigger than the product itself – food for the feuilleton. The designers become disseminators and continue to tell the Flötotto story.
3d visualization, photo, video production
When Realgestalt starts the development of the texts and pictures, there are only a few profile woods, but no furniture yet. Simultaneously with the production of the furniture, the assortment is virtually visualized for the store and catalog, and videos and photos are produced to present the company.
Vorschlag: When Realgestalt started developing texts and images, there were only a few profiled timbers, but no furniture yet. At the same time as the furniture is produced, the assortment is visualised virtually for the shop and catalogue, as well as producing videos and photos to present the company.
Flötotto Shelf System 355
Can it be any simpler than the profile system? Yes. Frederik Flötotto wants to produce a shelving system that consists of only two shelves of different lengths. Assignment to Realgestalt: Just do it.
Naming
With Realgestalt, the name says it all. Flötotto stands for directness, clarity, simplicity. A shelving system that is based on a modular dimension of 355 MM? That’s what we call Shelving System 355.
Product Launch
What does Realgestalt mean is strong in implementation, please? In the case of this modular shelving system, all content was developed and produced: Name, texts, assembly instructions, 3d visualization, photo production, configurator …
Vorschlag: What does Realgestalt mean by “strong in implementation”? In the case of this modular shelving system, all content was developed and produced: Name, texts, assembly instructions, 3D visualisation, photo production, configurator …
Authentics
Authentics is a brand of the FLÖTOTTO INTERIOR GROUP. The products are practical everyday helpers, developed by internationally renowned designers. Realgestalt is charging the brand so that the company can also sell the products directly and online in the future. With a strong visual language, bold colors and friendly illustrations, the typical of the products is staged.
Authentics Urban Garden
With the Urban Garden collection, Authentics is treading new sales paths. For the market launch of the textile planting system, a communication concept is being developed independently of the Authentics range. Brand-typical illustrations bear the visual signature of Authentics.
Vorschlag: With the Urban Garden collection, Authentics is exploring new distribution channels. For the market launch of the textile planting system, a communication concept is being developed independently of the Authentics range. Brand-typical illustrations reflect the visual signature of Authentics.
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