Rebranding & Strategy (Kave Home)
The tension
The category lacked innovation (same product shots, same storytelling, everyone in IKEA’s shadow). Kave had scale but no essence or differential value. Nothing that made Kave Home chosen, not just seen.
The strategy
A house is a box. A home is where you belong. We stopped selling furniture and started building the feeling of home: the bond between people, their furniture and the place they live. So social media evolved from product showcase (a house) to emotional brand space (a home). One restructure, three pillars that turned the feed from a showcase into a place:
- My Home: identity, timeless design, Mediterranean roots.
- Your Home: real homes, real people, real stories.
- Our Home: clients and partners inside the brand, not outside it.
(+ launched Kave Gallery, a space for Mediterranean artists → @kavegallery)
What the brand won
- A strong, distinct positioning in home design, one voice across markets, and I built a specialized in-house team.
Results
+25% brand awareness, +15% organic discovery, and best CPM in brand history.