Sometimes a business grows faster than its brand does.
VELARE began as Chair Décor, a boutique chair cover and linen company known primarily for weddings and special events. But while the brand still looked small and specialized, the business behind it had become anything but.
With a massive warehouse, in-house laundry, delivery capabilities, ongoing hotel and restaurant accounts, and the acquisition of a full tableware rental company, their offering had grown considerably.
They needed a brand that finally reflected the scale of the business they had become.
- Define Before Design® Sessions
- Brand Experience Strategy
- Naming
- Tagline Development
- Logo Design
- Visual Brand Identity
- Website Design / Development
- Content Writing
- Third-party Integrations
- Printed Marketing Materials
- Social Media Graphics
The Challenge
Chair Décor was well known for chair covers, linens and weddings, but that reputation was beginning to limit the perception of what the company could actually do.
The business had a large warehouse, in-house laundry capabilities, delivery and logistics, and was already providing ongoing linen programs to restaurants, hotels and venues. When they acquired the tableware company they had previously outsourced to, their inventory and capabilities grew dramatically.
The business had evolved. The brand hadn’t caught up.
They needed to move beyond the perception of a small boutique wedding supplier and show the market that they had the inventory, infrastructure and team to support large venues and ongoing commercial accounts, without losing the personal service their existing clients valued.
Our Approach
Our goal was not to turn a boutique company into a large company. They already were one. We needed to make that scale visible.
We brought the two businesses together under one new brand, VELARE, and repositioned the company around dependability, partnership and the ability to handle every detail behind the scenes.
The new brand needed to feel polished and elevated enough for weddings and special events, while also communicating the reliability, organization and capacity expected by hotels, restaurants, venues and corporate clients.
The website was structured to make the full scope of the business easier to understand, from individual rentals to ongoing venue programs, restaurant packages, wholesale accounts and laundry services.
We also helped implement and organize their third-party rental management software, building out the inventory with product photography, specifications and rental information and integrating it directly into the new website. What had once been difficult for customers to see was now available through one extensive online rental catalogue.
The Outcome
VELARE now looks like the company it had already become.
The new brand brings together the personal care of a boutique rental company with the infrastructure and capabilities of a much larger operation. Customers can see the depth of the inventory, understand the range of services available and easily explore everything VELARE can provide.
More importantly, the brand gives VELARE room to grow.
They can confidently speak to a bride planning an intimate wedding, an event planner sourcing hundreds of pieces, or a hotel looking for a dependable weekly linen partner, all under the same brand.
What was once perceived as a small chair cover and linen company is now positioned as a trusted, full-service partner capable of handling everything from the smallest details to ongoing, large-scale hospitality needs.
