FILO COMUNE
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FILO COMUNE >
Filo Comune is a tableware line created to celebrate the magic of gathering.
A floral designer turned her love for hosting and all things beautiful into a tableware line.
Tatiana, founder of MESA, an existing floral design company, wished to expand into table linens bringing back traditional designs with impeccable craftsmanship. Our work together led us to create a beautifully curated brand inspired by the owner herself and her attention to detail.
THE PROJECT
Type
New Brand
Category
Product
Guatemala
Location
The Foundation
The Intention
The Actions
Services
Market Research
Target Market
Discovering “THE WHY” Workshop
Who/What/How
Concept Creation
Brand Personality
Brand Values
Brand Tone / Voice
Brand Narrative
Key Messages
Logo
Naming
Brand Elements (colors, fonts, iconography, photography)
Packaging
Brand Guidelines
WHAT WE DID
Take the ordinary out of the mundane and celebrate the small moments in life.
THE CHALLENGE
Let’s be honest, every time we have dinner at home we don't necessarily set the table right? We leave our “nice stuff” for a special occasion…but what if we start making any gathering around the table a special one, and start sharing the magic behind the simple encounters. How do we do that? We created a Why Strategy to encompass the brand.
A brand born amidst pandemic that sought connection at the dinner table.
THE WHY METHOD
After the pandemic, houses became homes. People started to create a space for themselves and their needs that was not just practical, but also beautiful. Connection became especially important and celebrating little things, the new norm. Step by step and phase by phase, The Why worked closely together with the founder, integrating her own unique storyline, her passion, and her exquisite attention to detail to create a brand that connected with its audience at the dinner table.
THE WHY
“Celebrating the magic of gathering”
