Ikea

Brand

Ikea (Concept)

Industry

Retail

Year

2024

Services

Marketing

1) Project Overview

IKEA has been a part of European households for generations, especially for those who grew up in the 90s. As these children matured and started their own families, IKEA saw an opportunity to tap into nostalgia and tradition. The marketing assets were designed to rekindle the emotional connection those now-grown children had with IKEA and inspire them to furnish their own homes with the same sense of belonging.

The concepts of the assets are at the heart of IKEA Home, a reminder that from childhood bedrooms to adult living rooms, IKEA has always offered affordable design for everyday life. Now, the brand sought to reintroduce itself to a new generation of parents looking to build small yet meaningful traditions in their homes.

02) What’s Not Working?

Despite a strong brand recall, IKEA was facing challenges in standing out in a saturated homeware and furniture market, with marketing assets still following traditional marketing rules. With rising local competition and a sea of similar offerings, creating authentic storytelling around affordable yet stylish decor was a struggle.

The bigger hurdle? Connecting with new families in India while still maintaining global consistency. IKEA India needed relatability and trust across billboards and all prints. IKEA had to rethink its strategy to win the hearts of parents by reflecting their lived experiences through compelling narratives rooted in real family life.

03) Why AI-generated content?

AI has always had a reputation for being inauthentic; however, with IKEA, we decided to change that narrative. Instead, we made the brand’s marketing assets young and relatable with the 90s kids' room design flyers, print, etc.

This strategy also naturally elevated products like sofas, sectionals, ottomans, and coffee tables in a relatable and aspirational light.

04) Brand Identity

Standing out in the crowd in a market filled with similar furniture and homeware brands while maintaining authenticity through genuine storytelling was one of the top challenges. That becomes an even greater challenge when AI is involved. AI generated content was the step one towards cutting down costs and leveraging modern styles of marketing.

To overcome this, IKEA needed a presence that not only resonated with modern families but also created lasting emotional connections while being relatable, not just through generic marketing but through AI-driven marketing that stayed. Their approach emphasised timeless design paired with real stories to help every home feel like a continuation of childhood memories.

05) Visual Identity

IKEA’s solution focused on revitalising their narrative around furniture not just as products, but as markers of tradition and emotion. Their campaign leaned into core items like recliners, TV stands, and study desks to tell stories of comfort, growth, and continuity. Photoshop was used to modify the AI-generated images according to the brand's approach.

This approach didn’t just sell products, it sold memories. With visual storytelling and an emphasis on SmallSpaces and family-centred DesignIdeas, IKEA created a deeper bond with its evolving customer base.

06) Verbal Identity

The marketing assets maintained a consistent emotional tone across regions by merging local IKEA India stories with global brand messaging. Emphasising warranty-backed quality and expert design services, the brand positioned itself as a partner in every stage of home-building.

By tapping into lived experiences and sharing them visually and narratively, IKEA was able to do more than just as a product provider, but also as a life companion.