Brand Refresh - Kotan. B Furniture
Raymond Betereh
I partnered with Kotan-B Furniture, a leading Ghanaian furniture brand, to revamp their branding and launch a responsive e-commerce website.
Beyond design, I provided six months of staff training, helping the team consistently communicate the new brand, refine product visuals using AI, and improve production quality through guided fabric colour selection. According to the manager, these changes resulted in a 20% improvement in the overall appearance and feel of the sofas, making the products more appealing to customers.
The result was a stronger brand identity, a scalable online sales channel, and an empowered team aligned with the company’s long-term growth strategy.
Project Overview
After 5 years of serving customers, Kotan.B needed a more defined and cohesive identity. Something that:
Feels premium yet warm
Communicate craftsmanship & quality
Looks consistent across Instagram, print, website, and product visuals
Positions the brand for scaling into West Africa
Process & Approach
Brand Discovery
I reviewed their original brand assets, website, Instagram, and furniture photography.
Key insights shaped the new direction:
The brand already had strong craftsmanship — it just needed visual clarity.
Customers loved the feel of the furniture, but the digital presence didn’t match.
A more structured identity would make the brand feel established and premium.
Moodboard
I built a warm, neutral, modern direction featuring:
Earthy beige + deep charcoal tones
Clean, confident typography
Natural materials and soft light imagery
Editorial-inspired layout styles
This set the emotional tone for the whole revamp.
Logo Refinement
Before & After
A transformation from a construction-style emblem to a clean, contemporary identity centered on furniture craftsmanship and modern simplicity.
Key Improvements
Modern, simplified mark — clean, abstract, and inspired by furniture joinery.
Balanced proportions — refined spacing for a more professional look.
Warm palette — earthy tones replace outdated primary colors.
Modern typography — smooth, rounded forms that feel crafted and approachable.
Stronger brand relevance — shifts from construction imagery to a true furniture-focused identity.
Logo Construction Grid (Full Icon Only)
A geometric system built on clean angles and controlled curves to form a modern, furniture-inspired monogram. The grid ensures precision, balance, and consistency across all brand applications.
Logo with Wordmark (Vertical Layout)
The refined icon paired with a bold, modern wordmark. This layout establishes a confident hierarchy and creates a strong, recognizable brand presence.
Logo with Wordmark (Horizontal Layout)
A flexible horizontal configuration that improves usability across digital platforms, packaging, and social content while maintaining clarity and balance.
Brand Positioning & Communication
The Challenge
KotanB Furniture faced several barriers to growth:
Sales were limited to their physical showroom, staff communication was inconsistent without clear brand guidelines, and product visuals lacked the polish needed to attract online buyers. In addition, sofa designs suffered from poor fabric colour choices, and the brand’s social media presence showed little engagement or growth.
How I Helped
1. Branding & Visual Identity
Refined logo and established consistent brand guidelines.
Created a modern colour palette and typography system.
Designed reusable social media templates for marketing.
Produced customer-facing care documents to reinforce trust and professionalism.
2. Website Design & Development
Built a responsive e-commerce website for both desktop & mobile.
Designed a product catalogue with high-quality photography and 3D mockups.
Integrated online payment methods (mobile money, Visa, Mastercard).
Optimised site with SEO-friendly copywriting and a blog section for content marketing.
3. Capacity Building & Training
Conducted 6 months of staff training to align communication with the new brand.
Introduced AI-powered image refinement to improve product visuals across catalogues and social media.
Coached the production team on fabric colour selection and design processes for higher-quality sofa production.
Supported management in refining brand processes and product strategy to improve consistency and scalability.
I faced Some Challenges
1. Scaling Limitations
The business relied heavily on showroom sales and paid social ads, but conversions were slow due to unclear branding, poor visuals, and unstructured posting. Solution → Launched a responsive e-commerce site, designed social templates, and trained staff on brand communication, boosting consistency and digital campaign effectiveness.
2. Digital Knowledge Gap
The team had little experience with e-commerce and online brand management. Solution → Delivered 6 months of staff training on brand communication, e-commerce tools, and content strategy.
3. Change Resistance
Some staff were hesitant to adopt new brand processes and visuals. Solution → Introduced changes gradually, supported by clear brand guidelines, templates, and coaching.
Key Outcomes
Through this project, KotanB Furniture achieved both measurable improvements and long-term brand growth:
Launched a responsive e-commerce platform, reducing dependence on showroom-only sales.
Established a cohesive visual identity that improved customer trust and recognition.
Enhanced product presentation with AI-refined catalogues and photography.
Delivered 6 months of staff training, empowering the team to manage branding and social media independently.
Guided production team in fabric selection, resulting in a 20% improvement in sofa look & feel (manager feedback).
Designed social media templates and trained staff, achieving a 100% increase in followers in six months.
Strengthened alignment between brand, product, and customer experience, positioning KotanB for scaling beyond Ghana.
Growth Opportunities
KotanB Furniture is now positioned to scale with a stronger brand and e-commerce foundation. To build on this momentum, I see opportunities to:
Expand product storytelling with lifestyle photography and video to deepen customer engagement.
Automate marketing workflows, streamlining campaigns across social, email, and the website.
Refine the e-commerce experience with features like instalment payments, wishlists, and customer reviews.
Continue staff development to maintain consistency as the brand grows into new markets.
These growth opportunities will help KotanB sustain its 20% improvement in product quality and 100% increase in social media followers, while solidifying its position as a leading modern furniture brand in Ghana.
Have a project in mind?
Email :raymondbetereh@gmail.com,
just say hi and lets give your brand the voice and visuals it deserves.
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Posted Dec 1, 2025
Revamped KotanB Furniture's brand, enhancing product visuals and staff training.
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