From imported comparison to a category of its own.

Mercure was already producing highly crafted bespoke furniture using materials and techniques many competitors couldn’t match. But in sales conversations, buyers were still comparing it with better-known imported brands. The product was distinctive. The positioning wasn’t. Mercure needed a reason customers could understand before price entered the conversation.

The workshop uncovered a detail Mercure had never fully used: its connection to SDP Group and generations of stone craftsmanship. Stone wasn’t just a material choice. It was part of the brand’s DNA. At the same time, Mercure was already creating one-of-one pieces for clients. That led to a clearer position: Collectible furniture shaped by generations of material craft. We carried that thinking across messaging, photography, technical sheets, brochures, secondary marks and internal templates. Not just bespoke furniture. Pieces worth keeping.

Once Mercure had a position built around its own story, customers stopped evaluating it only against imported brands. The conversation shifted toward Mercure’s craft, material heritage and one-of-one approach. Average close rate increased by 20%. Internally, the team also gained a clearer system for making marketing and brand decisions without constantly starting from scratch. Same product. A stronger reason to choose it.