Antarte, a Portuguese furniture and decoration brand, has just changed its visual identity, based on a lively, expressive and more emotional communication strategy. The change in the logo follows the launch of the new online store, designed to simplify and optimize the browsing and shopping experience for the customer.
The new logo abandons the orange color and the lowercase typology and adopts a new protagonist in the identity system, which becomes the letter “A., due to the obvious suggestion of design elements, due to its ergonomics and versatility. The “A”, for art and antiquity – premises that were at the base of the launch of the Antarte brand in 2000, will allow “to also create new standards and new languages”. Black will be the base color of the brand's entire identity and communication, which combined with the other elements will project 'a more credible and differentiating brand identity for customers', according to Mário Rocha, from Antarte. “It is a more modern visual identity and adapted to new challenges”, he underlines.
Accompanying this change, the Portuguese furniture and decoration brand also launches a new online store, which features an interface aimed exclusively at the customer. With an easier and more intuitive “storage”, the store facilitates the browsing experience, categorizing products by concepts, prices, collections or environments. From now on, customers can view the products in isolation or opt for a rollover and view them as part of an environment. The functionality of tracking orders in real time was also added and the way of interacting with the brand was diversified, which can be contacted via whatsapp, email or facebook messenger.
These changes are linked to the need to keep up with new consumer trends and the new challenges of the sector. Antarte is already a strong and recognized brand in the market, but with an increasingly accelerated world, the most advanced technologies and the most demanding public, the brand also needs to invest in new objectives to respond to the public's new demands, either through of a renewed image, either through the offer of products or the tools it uses to facilitate the consumption experience.