Case Study

Making a difference with MY DRAP

Since mid-2016, we have been working on branding development, alongside TEXIA Group, for some of the company’s trademarks such as MY DRAP, targeting both the retail and the professional channels. During this time, we managed to build a global communication strategy which genuinely makes a difference for a corporate group of over 100 years.

Thanks to our teamwork, we achieved significant changes in the design of the products and improved both the brand perception and the brand notoriety.

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Goal

TEXIA Group –a century-old textile corporation founded in 1917 in Barcelona, as a leading company in the textile finishing sector– has MY DRAP as one of its main brands. TEXIA has come up with a unique technology, allowing to market their products worldwide under the brands of MY DRAP, DAY DRAP and ROLLDRAP. MY DRAP is a singular and innovative brand in the design and manufacture of tablecloths and napkins, in 100% cotton and linen, washable, seamless and presented in pre-cut rolls.

The main objective of our collaboration has been to redirect the concept and design of innovative MY DRAP products towards a new branding strategy and, therefore, position it as a national and international reference, capable of providing solutions both in the hospitality and catering channel and the retail channel.

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Development

The first phase of this project consisted in repositioning MY DRAP. We carried out a thorough internal and external analysis of the brand. The conclusions of this analysis jumpstarted the new brand strategy, aimed to redefine its brand characteristics (100% fabric, natural materials, experience, quality and personality) and its communication style. We categorised and arranged the product portfolio, according to its concepts and audiences, conceptualised and designed the new range of products, defined a new colour palette and developed its new creative concept: details that make a difference.

During the second phase of the project, we redesigned the corporate image while maintaining its essence, but increasing its presence with a stronger logo. In addition, we applied the new strategy and brand image in new communication materials: products and collections, brochures, trade fair business booths as well as in its digital communication (e-commerce websites and social networks), both for the retail and for the professional channels.

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Outcome

A strategy that has made a difference

 

Currently MY DRAP is positioned as the benchmark that we initially set out to achieve. It has consolidated a branding strategy, based on its brand values, which responds to the needs of its two main audiences: final and professional consumers, by diversifying its brand in MY DRAP and MY DRAP Professional.

Its new corporate identity, its new portfolio strategy and its new communication materials have achieved great acceptance in both channels, whether it be offline or online.

On the one hand, we promoted cross-selling of linen collections, working on concept and design of new prints and defining fresh basic colours that combine perfectly. On the other hand, for the professional channel, the communication was particularly focused towards the concept of product customisation.

The success of the company’s latest e-commerce websites is also worth highlighting. These are now operating for both the final consumer and the professional sector. We approached these projects using our knowledge and experience in retail and we conceptualised, designed and carried out the art direction with extreme care.

In the specific case of e-commerce for MY DRAP final consumers, alongside Èmfasi Digital Communication, we worked on defining a new online sales strategy, spotlighting the user experience of how to fully dress the table, by marketing products in packs. As a result of our work –in approximately one year of the web’s operation– there has been a 75% increase of the average value of online orders while revenues have increased by over 500%.

Since then, we have been keeping up our collaboration with MY DRAP, and with other brands of the TEXIA Group. We currently design new products and collections every season and create all the company’s communication materials to facilitate a continuous growth and increase of sales. But, most importantly, we continue working to keep MY DRAP as a benchmark in the sector.

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Here’s what our clients say

María Guasch
Marketing Manager of TEXIA Group

“For TEXIA Group, Nomon Design has been and continues to be a strategic partner. We needed a change in the communication and positioning of our brands and we have achieved it with their help. The results are being very positive.”

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