This document discusses potential strategies for Knoll to launch a new sub-brand focused on kids furniture called "Kid Knoll". It provides an overview of Knoll's brand and competitors in the kids furniture space. Personas of target customers are described. Design concepts are proposed for the new sub-brand's logo, colors, and visual identity that aim to be modern yet friendly by incorporating rounded corners and primary colors. Packaging ideas emphasize simplicity and focus on the product. Market research informed the strategy which aims to build on Knoll's reputation while distinguishing the new sub-brand.

1. Brand Study
by Aqil Raharjo

2. “Creativity | Perfectionism | Minimalism | Research | Modernism | Ecologically Friendly
Modern furniture should
complement architectural
space, not compete with it.

3. ABOUT
Modern
Clean
Efficient
Innovative
Simple
Design firm, Founded by Hans Knoll in 1938
Influence from Bauhaus School of Design
Office systems | Tables & Desks | Textiles |
Accessories for Home - Office - Institutions
Strategic Design Service | Space Planning
KNOLL

4. ABOUT
BAUHAUS
German term hausbau: building house
Bridging the gap between art and industry
by combining crafts and fine arts
Economic sensibility, simplicity, truth to
materials

5. Sans Serif, Helvetica
Upper & Lower case
Bold | Modern | Neutral | Clear
Helvetica Bold
Helvetica Regular
Occasionally as subtext: Modern Serif
CORE
BRAND
Orange White Black
Bauhaus influenced
Helvetica

6. CORE
PRODUCTS
Knoll Office
KnollStudio
KnollExtra
KnollTextiles
Healthcare
Small Business & Startups
Higher Education
Government
Legal
Global Business Division
Residential
Sub-Brands Current Market Focus
Wide range of products, usually made for professionals
Emphasizes designers pride

7. Sculptural

8. Product Packaging
Efficient | Safe |
User Friendly
Product Tags
Combination of text
& photography
Informational
Body text: Friendly approach
Toronto Showroom
Open space with natural
lighting
Simple, sustainable,
not much decorations

9. Website
Simple, neutral with bold accents,
straight forward

10. Example of product
application
Product only photos
Customizable product
colors and materials

11. CAMPAIGNS
Modern Always
Juxtaposition of vintage iconic and
new designs
Bauhaus & Minimalism influenced
Geometric & Grids

12. KIDS

13. PRODUCTS
KIDS

15. COMPETITOR
Sustainable | Handcrafted in Canada
Comfortable
Neutral colors
Free of no harmful chemicals
No Flame retardants
“Modern Luxury for You & Your Child”
MONTE DESIGN

16. + Specialized in kids & nursery furniture
+ Canadian pride
+ Comfortable & modern
+ Safe & has no sharp edges
- Company is very young compared to Knoll
- Only has a few campaigns & are badly
designed
- Few fabric choices
- No standalone store
- Designers unknown

17. COMPETITOR
ELLA+ELLIOT
Comfortable | Design Driven
High End
Growing Kids collection
Diverse range of kids furniture:
Chairs, Stools, Tables & Desks,
Storage, Toys & Rockers for kids
Nursery furniture

18. + Have standalone store
+ Has no sharp edges
- Badly designed website
- Logo & branding is poorly designed

19. Eco-friendly | Sustainability
as Priority | Modern
Family oriented
Diverse range of kids furni-
ture & accessories
Neutral colors
Free of no harmful chemicals
No Flame retardants
COMPETITOR
SOS KIDS

20. + Environmentally conscious & sustainable
+ Simple, user friendly website
+ Comfortable & modern
- No standalone store
- No application of product example pics on website
- Limited textile & material choices

21. PERSONA
Kris Cohen | 31 | Family Oriented
Work: Marketing Manager
Status: Married
Family: Early age parents
Child: 5 years old
Home: Private rented / Owned
Room aesthetic:
modern, simple, neutral, sustainable, spacious
why Knoll:
Aesthetic, luxury, minimal
“It’s all about
quality of life and
finding a happy
balance between
work, friends, and
family”
Adores design | Aware of sustainable materials |
Child safety first | Social | Up to date | Minimalist
Tech savy
Propensity to buy
Time spent with family
Familiarity to Knoll
Interest: Business | Art | Interior Design | DIY Hacks

22. Andy - Amelia Springs | 26 & 30 |
Work: Architect - Entrepreneur
Status: Married
Family: Expecting first child soon
Home: Private rented / Owned; Andy has his own
workspace at home
“We
always
want
the best
for our
child.”
“We
value
quality
over
quantity.”
Wealthy | Children first | Believes in form, function, &
aesthetic | Strong relationship | Social | Family oriented
Tech savy
Propensity to buy
Time spent with family
Familiarity to Knoll
Interest: Bauhaus Architecture | Design | Modern Painting
Room aesthetic:
Simple, neutral with accents, modern, spacious
Why Knoll:
Aesthetic, its rich history, social status

23. KNOLL
FOR
KIDS?

24. “Building”
Modern
Family
Relatable
Friendly
Fresh
WHAT THE SUB-BRAND SHOULD DELIVER

25. “Building”
basic shapes
rounded corners
neutral typeface
three colors
Modern
Family
Relatable
Friendly
Fresh
STRATEGY
PROPOSAL

26. which object would you trust your child?
Which diagram is easier for your eyes to follow?

27. *Corner salience varies linearly with corner angle during
flicker-augmented contrast: a general principle of corner
perception based on Vasarely’s artworks
by XOANA G. TRONCOSO, STEPHEN L. MACKNIK
and SUSANA MARTINEZ-CONDE

28. “Circles appear softer, gentler, and
friendlier than squares and other
shapes with straight lines and sharp
corners*”
Target audience:
Parents with newborn babies 24-37 yo
Family oriented
Middle - upper class
People who adore Knoll & new customers
*Barrow Neurological Institute

29. KFATHER - SON
MOM - DAUGHTER

30. Rounded corners:
Makes information
easier to process*,
friendly, inclusivity
To ignite, to spark,
to inspire
Rhymes with Knoll
Subliminal:
“Kind”, “Kid”
*FMC Guidelines
Quirky:
Appealing to
millenials
Reasons why not to use
Junior/Little/Mini Knoll?
Brand distinction
Stand alone store
More symbolic
Reaches new audience
Sherwin Williams &
Benjamin Moore at Pantone:
“Yellow is a neutral color”
Lighter than orange
(Knoll’s color): kid reference
Freshness, brightness, positivity

31. “DAD”
PANTONE
318 C
FOUNDATION OF
THE CHILD
THREE PRIMARY COLORS
CORE OF THE FAMILY
CHILDREN’S BLOCKS
THE BUILDING
BLOCKS: CORE
“KID”
PANTONE
123 C
Sharp
“MOM”
PANTONE
171 C
Knoll Signature
Colour (referring
back to main
brand

32. NO BLACK
(represents formality, professionalism, association to main
brand)
USE WHITE
(the opposite = fresh, new, distinction from the main brand)
Children = pure
Gives familiarity
to Knoll, but not
overpowering the
brand

39. Juxtaposition of Old & New
Emotional Intelligence (EQ)
Minimal & Modern

41. Helvetica
Product illustration
Product name
on the opposite side
Icon
Barcode