Atelico
ATELICO is a Beninese brand that aims to be elegant and Afropolitan. It specializes in furniture design and decoration. The brand’s favorite material is Gmelina wood.
- Brand Strategy
- Brand Identity
- Customer Experience Design
- Social Media Strategy
- Photography & video
- Public Relations
The Shape
More than a service provider, Atelico is an invitation to make your living environment an elegant, welcoming, and functional space.
Atelico adapts to the customer's wishes and carries out all tailor-made orders, thanks to craftsmen dedicated to the task. Comfort has never been easier...
The Process
We have carried out an exhaustive analysis of the wood industry, as well as companies operating in the furniture and interior decoration sector. We interviewed potential customers, spoke with the brand promoter, and organized strategic meetings.
This allowed us to build Atelico’s brand strategy, around the following points: its essence, its positioning, its personality, and its product mix.
Brand Strategy
The main observation is that in French-speaking Africa especially in Benin, having custom furniture made is an obstacle course.
Compliance with deadlines, perfect finishes, and precision, are the keywords when it comes to Atelico’s work ethic. We used these points to define a clear and lucrative niche for the brand.
We then placed sustainability at the heart of Atelico's activities, to position the brand above the fray.
Brand Identity
We then think of a refined and relevant visual identity, to illustrate the brand’s point.
In Africa, the chair is the symbol of hospitality and comfort. In Benin, when you receive a visitor, tradition dictates that you bring them a chair.
We combined the chair and the letter A, to obtain the brand's monogram.
The color palette is mainly inspired by Gmelina wood, Atelico's favorite raw material.
Customer experience design
Atelico furniture and decorative objects are mainly made in workshops by local artisans. Orders are therefore taken online. The customer only meets the Atelico team during the final installation (delivery) of the furniture.
It was necessary to design tools to make the order-taking and online validation process seamless. This was mainly done through a catalog, stationery, social media content, etc.
Social media strategy
Social media, especially Instagram and Facebook, are the brand’s major touchpoints. Thanks to a carefully thought-out and constantly evolving social media strategy, we express: the positioning, and the values of the brand and highlight Atelico's achievements.
Social media allowed us to build and maintain a community around the brand, and to listen to its needs and aspirations.
In December 2022, Atelico initiated a Give Back campaign called “Meli Melo”: a way to thank its community for the support. 15 limited edition decorative objects were created, from scraps of wood accumulated over the year.
These items were sold at cheap prices, per the Christmas spirit. Micro influencers served as relays for this operation which was a total success.
Photography & video
Through a series of photoshoots, each more ambitious than the last, we illustrated the Atelico brand’s philosophy. Whether product photos or studio filming, the goal is to provide Atelico with a complete and distinct visual universe.
This content helps to distinguish Atelico from the competition and emphasizes the brand’s personality: expert, committed, and reliable.
Public Relations
On June 1st, 2023, as part of National Tree Day, Atelico initiated the “Atelier Vert” Campaign. A symbolic way to contribute to the reforestation of our planet, to meet its audience, and to celebrate its primary resource: trees.
Gogotinkpon village was selected. Atelico’s team was accompanied by four (04) hand-picked micro-influencers.
A total of 10 coconut plants were planted and entrusted to the inhabitants of the Gogotinkpon village, who take care of them daily. The operation's final act was a promenade on the mangroves and a local lunch in the presence of the village chief.
The campaign continued online throughout June with the help of 4 well-versed micro-influencers in environmental issues. The objective was to raise awareness about the effects of deforestation and to encourage reforestation.
This campaign was a complete success and generated over 30,000 impressions organically, across Facebook, Instagram, LinkedIn and Twitter.
Do you have a project? The MC&Co team got you covered: a dynamic, professional and amazing team, they take your project very seriously. They will help you bring your brand to life, have a clearer vision and avoid mistakes. I felt confident with them because of the professionalism, the foresight, and the hard work they were putting into everything. It's a very nice experience.
Other Work
