The new brand launched on Friday, 1 June, and will aim to see many South Africans turn to catalogue shopping as well as online to decorate their homes.
The Jupiter Drawing Room Cape Town’s executive creative director, Lucas van Vuuren, says, "The Lewis team saw a gap in the homeware market where consumers did not have many options."
Van Vuuren adds, "They wanted to create more than just a typical retail brand, but a brand that also connects with their audience and creates value for them through content, services and a wide range of products."
The Jupiter Drawing Room Cape Town worked in collaboration with the client, and its partners, to develop the branding, design the catalogue, write content and produce the launch TVC.
"We judged all our work with strict criteria: Is this inspirational? Does the work touch our audience emotionally? As a new brand in the market, INspire has to work much harder to stand out," says van Vuuren.
"The approach had to be different. The catalogue is more than just a product and price listing, it provides inspiration for our audience to add a personal touch to their homes. The launch TV ad isn’t just about what the brand offers, it needs to communicate the brand’s reason for being," van Vuuren adds.
The launched TVC aims to acknowledge mothers of South Africa who are seldom recognised. The commercial shows two sisters who want to thank their mother by planning a surprise for her – a redesign for her bedroom using INspire’s products.
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