Mori by Roxy-Pacific Holdings

The branding strategy for the MORI project focused on differentiation and creating a unique identity. The team chose a wabi-sabi theme, which emphasised simplicity and the beauty of imperfection, to set the development apart from surrounding structures. The name of the project, MORI, meaning forest in Japanese, further reinforced the theme and created an association with nature. The target market was young working adults and families seeking a peaceful home environment, and the branding strategy aimed to create an emotional connection with this demographic through the wabi-sabi theme and association with nature.

​

The successful launch of the project, with high sales during the launch period, demonstrated the effectiveness of the branding strategy. By creating a unique identity that differentiated the MORI project from its competitors, the team was able to successfully target their desired market. The focus on simplicity and the beauty of imperfection also ensured that the project's aesthetic would remain appealing to buyers for years to come. Overall, the branding strategy for the MORI project successfully created a distinctive identity and emotional connection with the target market, demonstrating the importance of differentiation and emotional appeal in modern branding.