To renew the Gancedo brand and business model, placing it in a contemporary context.
Converting the family company’s tradition and spirit into the values of a modern brand.
Connecting the brand with the international design environment.
Providing a deep and unifying meaning to all the brand’s assets, environments and interfaces.
Inherited tradition, craftsmanship and knowledge are all elements of incalculable value for a brand, and key differentiating factors in a globalised world in which people are increasingly rejecting large-scale consumer patterns.
Brands with family DNA connect consumers to a time when all production processes were still transparent, and when quality and durability took precedence over short-lived trends.
However, to capitalise on these values, the brand has to strip them of any burden, and translate them into contemporary contexts and codes. This is not just a communication job. The brand, from within its own structure and business design, must transform itself, find its own space in the present and redefine its value by updating its products and channels. It must do this at the same time as projecting its future growth to new consumers and new consumption models.
Gancedo is a Spanish brand, and a leader in interior textile design. With a legacy of more than 75 years, it confronted this challenge of transforming and adapting itself to contemporary contexts. Nadie designed a strategy to guide this reinvention process, strengthening the brand values and its identity as a family company at the same time.
After a strategic design process, Nadie accompanied the company’s management in implementing a new Brand Culture to coordinate this reinvention. This included updating its value proposal and key factors of its business model, creating a new identity code that reflects the brand’s internal transformation, guiding its digitalisation process and connecting its tradition and products with the international design ecosystem and its product design processes.