Robu
For more than 160 years and six generations, Robu has been crafting sustainable and timeless oak furniture. With expertise in every phase of the production process, from design to packaging, they consistently deliver furniture of the highest quality.
Challenge
Timeless Oak
Vandenberghe furniture makers wanted to continue their growth and respond to changing market needs. To do so, they decided to expand their focus beyond resellers to also include private customers.
To realize this expansion, there was a need for a stand-alone brand with a fresh branding approach. One that retained the values of a sustainable family business while appealing to new audiences.
Our approach
Future-proof branding
We guided the company through the brand strategy and creation of their new identity. A modern visual and verbal style was developed to better meet the expectations of today’s market. The name Robu was created — a combination of the Latin words for “mountain” and “oak.” This connects natural elements with the strength of oak wood and also subtly refers back to Vandenberghe. The baseline “Solid Oak Since 1857” was added to emphasize product durability, premium quality, and generations of expertise.
The naming of the product lines was also aligned with the new brand identity. To showcase the new brand in the best possible way, a showroom was opened and designed to present the new furniture lines in an impressive setting.
Results
New brand, same craftsmanship
Thanks to these changes, Robu successfully built a strong new brand targeted at both B2C and B2B2C markets. The rebranding helped the company position itself as a modern, sustainable, family-oriented furniture maker.
The result: an expanded customer base and positive feedback from both private clients and resellers. Robu has succeeded in preserving its rich history and craftsmanship while adapting to evolving market conditions and consumer expectations.
Our takeaways
This case proves that strong repositioning pays off when a traditional family business wants to reach a new audience. By investing in a future-proof branding approach, a clear baseline, and a thoughtful brand experience (in both showroom and product lines), a solid bridge was built between history and future.
Robu shows how authenticity and innovation can reinforce one another.
