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Pepperfry Launches New Brand Identity

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Pepperfry.com, a Furniture & Home Products marketplace has unveiled a new visual identity. This new logo is built on Pepperfry’s core values of – Intensity and Inclusiveness – and represents its key customer promise – “Happiness”.

In less than 6 years Pepperfry has become the market leader in the Furniture market in the country. It has achieved this position through a series of initiatives and innovations which have enhanced its core capabilities and inherent strengths of the managed marketplace model. This market dominance has been a journey and has not been achieved over-night – a series of market-facing capabilities developed specifically for this segment have resulted in Pepperfry being able to reach this position.

The new Pepperfry logo imbibes the cultural values of intensity and inclusiveness which have helped it to develop the market and consumer solutions to achieve the success and leadership that it has. Pepperfry defines “Intensity” as the willingness to go the extra mile and to seek ground-up solutions for new problems. In a new industry “online furniture marketplace” there were many challenges – unwillingness of suppliers to provide single pieces of furniture for the retail market, lack of documented product specifications and high quality catalogue images, lack of standardization of materials used and quality control processes, packaging material and practises that were not suited for retail shipping, no capability in the market to economically and on a timely basis ship non-standard large boxes across long distances, no last mile capabilities in terms of “apartment” specific deliveries or assembly services etc. Using the value of intensity as the cornerstone, Pepperfry developed very specific solutions and capabilities for each of the above problems and more*. This “Intensity” continues to drive innovation on an ongoing basis and is represented in the “bold” font of the new logo. It is also captured in the usage of “hot” colors in the new logo from a deep red to a flaming orange.

“Inclusiveness” is another unchanging value of Pepperfry – it emerges from our core-business model of being a “marketplace” #. It manifests in a series of attributes that help drive who we are and what guides us – we serve all customers and segments – small to big, value seekers to luxury indulgers, from modern designs to historical (ethnic and colonial) pieces, from using new material like Engineered wood to using seasoned timber and cast iron in the designs. Young millennials who are building starter homes can find what they want on Pepperfry and well-settled Gen Xers who are enhancing their lifestyle can find statement pieces on Pepperfry. We are an omni-channel player with 23 studios across the country where one can touch and feel the products and we were among the first to launch a technology forward AR-enhanced APP to help consumers make superior visualizations of their homes on their mobile phones. This “inclusiveness” of offerings, services, and attitudes forms a guiding principle for our business decisions and is represented on the new logo via the red to orange vignette that starts from P and goes onto Y. The changing color brings a sense of dynamism to the logo and is not discrete and therefore stands for infinite possibilities of inclusiveness.

Finally, “Happiness” which is the main customer outcome of the Pepperfry experience, embodied in the tagline “Happy Furniture to You” forms the most striking aspect of the new logo. Buying furniture in India is not an easy task – there is no standardization of information or materials or specifications, most of the market is still served by carpenters and unorganized shops which have huge variations in promise versus delivery across factors like design, quality, price, timelines etc. Pepperfry is bringing its capabilities (detailed above and below) and experience to bear upon these issues and provide the buyer a “happy buying experience” and that is the final element of the new Pepperfry logo, the foundational design element of the new logo is the “smile” of a happy customer and the shape of the letters in the logo are built around the “smile” as a device.

{# Pepperfry has played a significant role in organizing the highly fragmented market to create a vibrant community of small businesses, craftsmen, interior designers and furniture brands on the Pepperfry marketplace. Pepperfry works directly with these 10,000 plus merchant partners and has built the largest, extensive and differentiated catalog of 1.2 lakh home and furniture products.

*To service the diverse consumer profiles Pepperfry has also developed supply chain capabilities by establishing a nation-wide distribution network of 500 cities served from 17 hubs, 400 owned last-mile delivery vehicles and superior capabilities through a network of more than 250+ carpenters who provide free installation and service agents who provide timely and accurate information and issue resolution. Thus, ensuring 100% customer satisfaction and a hassle-free consumer experience.}

The new logo has been designed by Pepperfry’s creative agency L & K Saatchi & Saatchi. Pepperfry will promote the new brand identity to reach millions of current and potential Pepperfry consumers through a multi-pronged social and digital strategy. The key focus is on creating a highly compelling social marketing campaign through collaborations with strong digital and social platforms to convey the new logo evolution story to consumers.

Talking about the new identity, Kashyap Vadapalli, CMO, Pepperfry, said, “We believe the time is right to infuse freshness into our brand and make our identity reflect our values and ethos. Today, we are the most recognized furniture brand in the country, this has been achieved through a relentless focus on delivering happiness to our consumers. We are confident that this promise will be further strengthened through our brand identity change. It is a representation of who we have become today and how we are well on our path to further dominate the furniture and home segment.”