Muebles Pura Sangre
Kickstart your legacy with furniture that transcends time
Kickstart your legacy with furniture that transcends time
Context
Context
Pura Sangre is a Chilean store dedicated to the curation and sale of furniture and objects with history. It stands out by offering pieces with character, personality, and style in a market dominated by mass retail and impulsive shopping. While competitors prioritize price and volume, Pura Sangre values emotion and durability, offering accessible elegance and objects that become part of each client's personal story.
Despite initial success and a powerful concept, the brand lacked a clear narrative to guide its communication and unify its identity. The urgency arose when Diego, its founder, recognized the need to pause, align the team, and precisely define what Pura Sangre is, what differentiates it, and how to scale its proposal without losing its essence.
Pura Sangre is a Chilean store dedicated to the curation and sale of furniture and objects with history. It stands out by offering pieces with character, personality, and style in a market dominated by mass retail and impulsive shopping. While competitors prioritize price and volume, Pura Sangre values emotion and durability, offering accessible elegance and objects that become part of each client's personal story.
Despite initial success and a powerful concept, the brand lacked a clear narrative to guide its communication and unify its identity. The urgency arose when Diego, its founder, recognized the need to pause, align the team, and precisely define what Pura Sangre is, what differentiates it, and how to scale its proposal without losing its essence.
Pura Sangre is a Chilean store dedicated to the curation and sale of furniture and objects with history. It stands out by offering pieces with character, personality, and style in a market dominated by mass retail and impulsive shopping. While competitors prioritize price and volume, Pura Sangre values emotion and durability, offering accessible elegance and objects that become part of each client's personal story.
Despite initial success and a powerful concept, the brand lacked a clear narrative to guide its communication and unify its identity. The urgency arose when Diego, its founder, recognized the need to pause, align the team, and precisely define what Pura Sangre is, what differentiates it, and how to scale its proposal without losing its essence.
When it comes to decor, there's this idea that anything elegant is costly and anything functional is fleeting. It's assumed that objects are bought, used, and discarded. In this landscape, Pura Sangre uncovered a forgotten truth: people seek meaning more than design. The brand realized there's a deep desire to surround oneself with pieces that tell a story, accompany life's journeys, and do not lose value over time but instead gain significance through experience.
Pura Sangre’s strength lay in this understanding of value: not as something economic, but as a legacy. Its distinction was symbolic rather than aesthetic, but that message lived only within the team, not the brand. The insight was recognizing that, regardless of the furniture, we were selling the beginning of new stories.
Often, our clients didn't care about the object itself but rather the opportunity to create something worth preserving forever.
When it comes to decor, there's this idea that anything elegant is costly and anything functional is fleeting. It's assumed that objects are bought, used, and discarded. In this landscape, Pura Sangre uncovered a forgotten truth: people seek meaning more than design. The brand realized there's a deep desire to surround oneself with pieces that tell a story, accompany life's journeys, and do not lose value over time but instead gain significance through experience.
Pura Sangre’s strength lay in this understanding of value: not as something economic, but as a legacy. Its distinction was symbolic rather than aesthetic, but that message lived only within the team, not the brand. The insight was recognizing that, regardless of the furniture, we were selling the beginning of new stories.
Often, our clients didn't care about the object itself but rather the opportunity to create something worth preserving forever.
When it comes to decor, there's this idea that anything elegant is costly and anything functional is fleeting. It's assumed that objects are bought, used, and discarded. In this landscape, Pura Sangre uncovered a forgotten truth: people seek meaning more than design. The brand realized there's a deep desire to surround oneself with pieces that tell a story, accompany life's journeys, and do not lose value over time but instead gain significance through experience.
Pura Sangre’s strength lay in this understanding of value: not as something economic, but as a legacy. Its distinction was symbolic rather than aesthetic, but that message lived only within the team, not the brand. The insight was recognizing that, regardless of the furniture, we were selling the beginning of new stories.
Often, our clients didn't care about the object itself but rather the opportunity to create something worth preserving forever.
Quick Overview
Quick Overview
Disrupt
The new brand definition emerged when putting into words what had always been its essence: Pura Sangre is a brand that invites you to start your legacy. This promise redefines purchasing as an act of belonging and projection. Pura Sangre doesn't just stop at the present of an object; it envisions the client's future.
The brand narrative was built around this notion. A universe was articulated where each piece of furniture tells a story, each restoration is a gesture of care, and each decorated space is a stage to express who you are. The brand assumed the voice of a type 4 with a wing 3: individualistic, creative, sophisticated, and motivating. Thus, emerged phrases like “we rescue stories and make you part of them” and “our difference lies in the soul of things,” which capture its essence with authenticity.
The new brand definition emerged when putting into words what had always been its essence: Pura Sangre is a brand that invites you to start your legacy. This promise redefines purchasing as an act of belonging and projection. Pura Sangre doesn't just stop at the present of an object; it envisions the client's future.
The brand narrative was built around this notion. A universe was articulated where each piece of furniture tells a story, each restoration is a gesture of care, and each decorated space is a stage to express who you are. The brand assumed the voice of a type 4 with a wing 3: individualistic, creative, sophisticated, and motivating. Thus, emerged phrases like “we rescue stories and make you part of them” and “our difference lies in the soul of things,” which capture its essence with authenticity.
The new brand definition emerged when putting into words what had always been its essence: Pura Sangre is a brand that invites you to start your legacy. This promise redefines purchasing as an act of belonging and projection. Pura Sangre doesn't just stop at the present of an object; it envisions the client's future.
The brand narrative was built around this notion. A universe was articulated where each piece of furniture tells a story, each restoration is a gesture of care, and each decorated space is a stage to express who you are. The brand assumed the voice of a type 4 with a wing 3: individualistic, creative, sophisticated, and motivating. Thus, emerged phrases like “we rescue stories and make you part of them” and “our difference lies in the soul of things,” which capture its essence with authenticity.
Reach
Brand Story
Branding Design
Design Systems
Web Design
Web Development
Online Store
Conceptualization
Profile
Entrepreneurs
Industry
Retail