Reframing a functional category into a design-led brand.
Building a premium architectural hardware brand
Through clear positioning, design-led storytelling and consistent expression across product, digital and industry engagement, the brand established strong relevance within the architecture and design community and achieved significant commercial growth.
The Opportunity
Momo Handles was created to expand Furnware Group beyond its trade heritage and into the architecture and design market.
The category was largely functional and price-driven. To succeed, Momo needed to operate differently, as a considered, design-led brand that could resonate with architects, interior designers and discerning homeowners.
"At the heart of my work is a belief that strong brands do more than deliver commercial outcomes, they create meaning.
I’m passionate about authentic, insight-driven storytelling that connects with audiences and elevates brands into something people not only buy, but buy into."
The Outcome
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5× revenue growth in the first three years
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Continued strong growth as the brand expanded into new categories
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Established presence within the architecture and interior design community
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Increased specification across residential and high-end renovation projects
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Successful evolution from a trade-focused offer to a recognised premium brand
Reflection
Building Momo Handles reinforced the importance of clarity and consistency in design-led markets.
When brand, product and experience are aligned, marketing becomes less about promotion and more about creating relevance and preference over time.
The Approach
The focus was to establish a clear and consistent brand position, elevating Momo hardware from a functional product to a design detail that contributes to the overall experience of a space.
This involved:
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Defining a premium, design-led brand narrative
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Positioning handles as the “jewellery of the home”
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Creating a cohesive visual and verbal identity across all touchpoints
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Embedding the brand across product, content, digital and customer experience
-
Building meaningful engagement with the architecture and design community
The intention was not just to sell products, but to create a brand that designers would choose, specify and advocate for.
The Execution
The focus was to establish a clear and consistent brand position, elevating Momo hardware from a functional product to a design detail that contributes to the overall experience of a space.
This involved:
-
Defining a premium, design-led brand narrative
-
Positioning handles as the “jewellery of the home”
-
Creating a cohesive visual and verbal identity across all touchpoints
-
Embedding the brand across product, content, digital and customer experience
-
Building meaningful engagement with the architecture and design community
The intention was not just to sell products, but to create a brand that designers would choose, specify and advocate for.