Privacy, luxury’s lesser known cousin.
When Kumar Properties wanted to launch its next project, the clutter in the luxury and mid luxury segment presented a seemingly unsurmountable communication challenge. How do you stand out among the predictable and repetitive format that passes for luxury real estate communication? Rather than resorting to hollow promises and building a product story, could the perception of luxury itself be changed? The strategy presented to Kumar Properties was to create a separate niche, a separate luxury vertical, with a clear value proposition – Privacy. This wasn’t limited to just the communication, but actually integrated in the product offering as well.
BRAND CREATION
Premium equals private. In the location, the structure, the design – all the facets come together to fulfil the promise of premium. The exercise didn’t focus on just branding a property but instead worked towards creating a brand, under which multiple properties would be developed, based on the brand’s philosophy. Architects and planners were involved to ensure the idea translates into the actual product offering and experience.
Privie Residences emerge from the desire to have a private, privileged life. Being limited, made it 'privy to just a few’. The new identity makes use of a sophisticated palette of black, white and silver, with just a hint of orange to connect it back to the parent company. The box is your space – private, premium, privileged.
An elegant minimalistic identity focuses on the brand name and embodies the primary colour of the mother brand.
Brand architecture – Multiple projects, One brand.
