Ego Group realized the need to reposition their high end office chair brand Bluue Mango. The challenge, to affectively convey the USP of ‘advanced ergonomic seating’ to the consumer and in the process differentiate Bluue Mango from other office chair brands in the market.
Research provided valuable insight in the changing work enviornment and the need for modern seating systems which provided better health and safety standards.
The brand was repositioned through this insight as ‘Frturistic office seating’. A term ‘humanomics’ was coined to communicate the science behind the next level of ergonomics. The look and feel was designed to bring about a connect between humans and technology.