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Duresta Design

Duresta is celebrated as one of Britain’s leading upholstery brands, designing and handcrafting luxury sofas and chairs in Long Eaton since 1938.

To ensure the brand has relevancy to a new generation of customers Duresta challenged Cool Blue to assist with a repositioning exercise that included a new suite of imagery and marketing materials.

Solution & Results:

Cool Blue worked alongside Duresta to rationalise its portfolio into collections of product ranges with a shared aesthetic. We suggested producing a dedicated brochure for each collection, allowing retailers to only use those relevant to stocked products – reducing cost and wastage.

The first step to creating the brochures was to produce new imagery. The professionally styled photographs had to create a distinctive look for each collection but feel part of a set and create a sense of aspiration.

The new lifestyle photography was used to create six collection brochures which were printed on excellent quality stock, with finishing and foiling to enhance appeal.
To introduce the ranges in each collection, Cool Blue designed product sheets to work alongside the brochures. The product sheets can be easily updated and swapped without having to print more expensive brochures.

Cool Blue’s brochure concept not only helped reposition Duresta as a brand but offered a practical solution to providing retailers with stunning marketing materials.

“Cool Blue has been instrumental in repositioning Duresta to target a wider audience. From new lifestyle photography to a new website, as well as a media relations campaign, Cool Blue has helped create a new visual identity for the brand that excites our retailers and customers.” Clive Kenyon-Brown, Chief Executive, Duresta

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