NanoHome

Nanoco had spent twenty-five years as Panasonic’s exclusive lighting distributor in Vietnam — a B2B business with no consumer-facing brand at all. The move into luxury retail homewares meant building one from nothing, while carrying enough of the parent name to inherit its credibility.

The naming does that arithmetic. NanoHome keeps the recognised stem and adds the category, so the trade already knows who it is on day one and the consumer gets a plain description. It is not a clever name and it is not trying to be — this is a case where the strategic value sits in restraint.

The identity had a harder job than usual: it has to sit in a showroom beside Fritz Hansen, Flos, Louis Poulsen and FontanaArte without competing with any of them. A retailer’s brand in that room has to be quiet enough to flatter the products on the shelf, and confident enough not to disappear. That balance is most of the work.

Client Nanoco
Location Vietnam
Scope Brand naming · Brand identity · Logo and wordmark design · Brand guidelines · Retail brand experience
Sector Retail and homeware branding