An affordable furnishing brand that started out as a single store 29 years back in Sharjah, Pan Emirates is now one of the fastest growing furniture stores in the region.

The key challenge was to pivot from a mass brand to one that’s in the affordable, accessible luxury arena and appeals to a younger, savvier audience segment, thus expanding their market share.

We conducted multiple in-store, telephone, in-person interviews as well as online (Instagram) and email surveys to understand the brand perception and market. In addition, we looked at reviews on Google, Trust Pilot and Glassdoor and went down Reddit rabbit holes.

Your home. Your style. On your budget.

This led to the development of target audience profiles, identifying primary customers, a messaging style that would resonate with them and of course, the brand platform & story.

HOME COMES FIRST

There’s one place in the world where you feel completely safe. Where you’re free to be yourself and surrounded by lovingly selected elements reflecting your tastes, memories, travels and stories. It’s where you get to invite the world a peek into who you are. It’s your sanctuary. It’s your canvas for self-expression. It’s where there’s finally balance and the noise, the deadlines, the overwhelm just fade away as you walk through the door into the arms of your family or sink into the comfort of your couch.

It’s where you come first. it’s where your family comes first. It’s because at Pan Emirates, we know that Home Comes First.

What’s in a name? A lot, actually.

A name change sends an important signal, which was much needed in this case. We wanted to retain “Pan” because of the brand equity but replace Emirates as the brand had expanded geographically far beyond the UAE. Many iterations were considered but we landed on one that tied best with the essence of Home Comes First and encompassed their offering: Pan Home.

Design your happy.

With a new direction, strategy and name in place, a beautiful, contemporary and much more minimal identity was created. Benchmarked against global DTC furniture brands, the new image style is much cleaner, allowing the products to really shine. The modern colours and typefaces deliver on the repositioning of Pan Home as a brand for a younger audience that is embarking on a new phase in their life (newly weds, a nursery for their newborn, first home).

We also worked with Pan to revamp their website, social media presence as well as advertising campaigns.

Time for your home run

Legacy and heritage brands are facing a bit of a struggle now that the purchasing power has shifted to a new generation with entirely different tastes, behaviours and even language. If you’re figuring out this new landscape and need some help, we are the right partners – our team is made up of Dubaiians who’ve been born & brought up here, to those who have been working in the region for 25 years. Our insights into the local customer behaviour and preferences is second to none, while our ability to design according to the most contemporary global standards is self-evident.

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