e c r u is a lifestyle brand based between Kuwait and Jaïpur and founded by a group of strong and inspiring women who happen to be childhood friends. After 7 years of aging happily, they needed a rebranding that represented that growth and included the synthesis of their values.
STORM s t u d i o worked on defining the brand dna and the positioning and creating the new visual identity. One of the many aspect of the rebranding was also to focus on sustainability and reduce waste at its maximum. We worked with ecru’s artistic director Nur Kaoukji to develop the packaging align with this idea.
Here's a closer look at the recent rebranding.
positioning dna
strategy & communication
creative direction
visual identity
“We couldn’t have thought of a better outfit to tackle this than Storm Studio. Nour & Charles were able to curate and define ecru in a way that has allowed us to take that extra step up, to understand who we are better, and more importantly how to relay that to you.
For that we are eternally grateful.”
ecru designs lifestyle goods and homeware with a contemporary yet timeless take on an Arab culture of hospitality through a conscious approach.
ecru is a way of life. A home embedded with warmth, where hospitality rhymes with style, travels and cultures through ages. It is the modern caravanserail that we still fantasize about.
ecru is a woman. Modern and free. A magnetic swirl of a scent encountered at a party. A touch of mystery and history. She lives wherever she desires. She is smart, elegant and witty. Her travels are tales of magic and wilderness. Days are rituals composed of her adventures.
ecru is curious of others, inspired by mastered manufactures and elegance in details.
ecru is a woman, a home and an adventure.
ecru is your everyday, elevated to delicate rituals. Where every object is present and designed with a purpose.
ecru designs lifestyle goods and homeware with a contemporary yet timeless take on an Arab culture of hospitality through a conscious approach.
