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Established as iLiving in 2007/08 for importing foreign brands into Taiwan and selling these products through their own retail channels. iLiving specialized in selling a wide variety of home accessories, ranging from small kitchen accessories (such as microfiber cloths, salt & pepper shakers, glass and plastic containers, and small kitchen gadgets) to small home furniture pieces (such as dressers).
The problem they faced was a diminishing brand attraction into their stores. Plus, they heavily relied on being exclusive distributor for major brands. It was obvious that iLiving needed to shift their business to include their own branded products. This strategy will shield them in the event they lose their exclusive distribution rights on their popular brands.
iLiving as a brand wasn’t visually strong enough to produce their products. That’s our we approach from the beginning when rebranding iLiving - to create a brand that can transition from retail store to products.
1 – Before
We wanted a name that felt light and airy - similar to a cloud. We like the idea of feeling you get when you walk into spacious house. The name also need to feel minimalistic and clean.
Nooma (Greek: pneuma) means wind, air and spirit. The sound of Nooma reflects our concept for the new iLiving. What we really liked about this name is how it can describe the feeling of walking into a gorgeous home.
Nooma’s core message is that they believe the home is more than just a physical space, populated by furnishings and accentuated by decorations. More importantly, the home is a state of mind that flourishes when its inhabitants are able to self-express, play and rest in comfort. Like a comforting spirit, a gentle breeze, or a breath of fresh air, the feeling of “home” transcends the dimensions of any given space.
We were drawn towards Azo font because of the O. According to R-Typography [link], the O has the appearance of a perfect circle, however it is optically adjusted.
Name design
Logo design
