Vybe · Retail & e-commerce · AI content creation + Website & software + Configurator

Elegant, within reach. Setting the course for a new furniture brand.

Koopmans Meubelen, known for made-to-measure tables, wanted a second brand for chairs, lower in price without looking cheap. We set a course for Vybe that brings affordability and style together.

The question

The name and the chairs were already there. A distinct identity was still missing. Vybe had to look fresher and lighter than Koopmans, with comparable quality. Alongside Koopmans, not beneath it. And fast to market, with a complete concept right down to the configurator. How do you quickly give a new brand a look that nobody mistakes for the cheap version?

The idea

Vybe did not need to say it was not cheap. It had to show it. We chose elegance as its promise, at a price within reach. As Vybe puts it, every interior deserves a chair that adds atmosphere. The logo already carries that tension, a soft v beside crisp letters. The visual style then took two forms, with atmosphere on the homepage and in the campaign, and calm on the product pages, where buyers make their choice. Light, cream and a single accent of amber connect the two. The choices are set down in rules you can check with a yes or no.

Reinvented

We developed the identity, imagery and configurator in parallel. Eight days after the first conversation, the brand book was ready. That same week, the Vybe room and the first screen designs were ready too. Within three weeks, we had images of every model. Within a month, the configurator was running. So Koopmans did not have to wait for each part to finish before the next could start.

One room, the same light

On the product pages, the seven models are shown individually in fixed views. In the Collection section of the website, each is shown separately in the same room. The light always falls from the left. This gives the collection a consistent look. Each one also has a close-up showing a hand on the fabric.

Zo zit jij

The campaign line points straight to the chair and to the person who buys it. Zo zit jij op zondag invites buyers to picture themselves already at the table with coffee and a sandwich. The campaign builds on buyers recognising themselves in that moment. It is about more than a product. It is about a feeling people want to be part of. We deliberately kept the rooms calm so that the model remains the focal point. In that calm setting, the moment at the table needs to feel inviting.

The result

In the configurator, buyers turn the model around and choose the fabric and base. They see it change instantly, in the studio or in a room. The website opens with atmospheric film, while the collection appears against a calm white background. The scenes for Zo zit jij are available as still images and short videos for social media. The configurator is live on vybe-collection.nl.