Shazé

Reimagining new world luxury.

With stores across India and the Middle East and a product line that includes candles, glassware and jewellery, premium lifestyle brand Shazé was lacking both strategic focus and category recognition.

Realising that it needed to hone its offer, it decided to focus its business solely on luxury homeware products that would elevate the at-home dining experience.

By reimagining what it is to host, Shazé believed it could become a category leader. But to do so, it needed a brand purpose that would articulate its points of differentiation and a brand world that would break away from category conventions. In 2022, it sought Conran Design Group’s help in making its brand transformation a reality.

SERVICES:

01. Brand strategy 
02. Brand world
03. Activation and guidelines

CDGWebsite CaseStudies Shaze 2000x765 2

Our work with Shazé

01.  Brand strategy 
02. Brand world
03. Activation and guidelines

Our first challenge was to craft a differentiated positioning that articulated Shazé’s ethos around hosting. Its new purpose was all about bringing people together – and its rearticulated positioning spoke to the uniqueness of its offer: inspiring reimagined new world luxury hosting experiences with cutting-edge, purposeful design.

Inspired by the world of theatre, we wanted to transport both hosts and guests into a surreal world of wonder and delight. ‘Magical transformation’ became Shazé’s new brand essence, reflecting its point of view on hosting and its product philosophy. ‘Magical’ speaks to both design aesthetic and the usability of its products – but also reflects the experience Shazé offers its hosts. ‘Transformation’ then conveys Shazé’s ability to rethink the category of luxury homeware and reimagine what is to host.

 

CDGWebsite CaseStudies Shaze 1500x1500 4 v2

Our work with Shazé 

01. Brand strategy 
02. Brand world
03. Activation and guidelines

In order to create a brand that felt unique and differentiated, we wanted to subvert the conventions of traditional luxury. If traditional luxury is synonymous with the ornate and predictable, new world luxury is characterised by the unexpected – by design that embraces simplicity and breaks free of traditional category convention.

The new brand world, which positions Shazé as the epitome of new world luxury, was built around four key elements: the stage, innovative forms, eye-catching drama and uniqueness. ‘The stage’ was all about setting the scene for the brand. Dawn and dusk, as the most transformative hours of the day, inspired the colour palette, from Rising Blue and Aurora Orange to Crepuscule Purple and Midnight Coral.

‘Innovative forms’ provided inspiration for the geometric shapes that reflect its reputation for precision engineering; ‘eye-catching drama’ was all about the flora, fauna and typography that bring magic to Shazé’s brand world – rising droplets, nebulous clouds and ethereal topography. The brand then became ownable with distinctive accents and embers – assets that take their colour cues from the Warm Orange of Shazé’s logo.

Shaze Adaptable Crops
CDGWebsite CaseStudies Shaze 2000x765 1

Our work with Shazé

01. Brand strategy 
02. Brand world
03. Activation and guidelines

Our work with Shazé culminated in a library of 40 modular assets that enabled the brand to present its product portfolio in new and dynamic ways. The brand world was then activated across multiple physical and digital touchpoints, including Shazé’s website and social channels.

By prioritising customer-centricity and reimagining the way hosts navigate the Shazé offer, we were able to deliver the signature Shazé experience on its website: dialling up dramatic flair with motion and conveying sophistication with clean and consistent gridlines. This creative approach was then translated across social channels.

Awards
- Transform Awards Asia 2023: Best creative strategy (Gold)
- Kyoorius Design Awards 2023: In-book winner

CDGWebsite CaseStudies Shaze 1500x1500 3

Get in touch.

Contact