TAKE MI HOME

TYPE

Brand Launch - Luxury / Fashion

DESCRIPTION

TAKE MI HOME (TMH) provides beauty and wellness services through selected professionals at the customers' home/office in Milan.

YEAR

2021

CHALLENGE

Having High-Net-Worth Individuals (HNWI) as their first clients had created an impression that TMH services are for the elites. We needed to position the brand as an accessible luxury service instead of a super exclusive one.

The slogan on the other was very similar to commercial competitors: TAKE MI HOME Comfort, beauty and wellness at home.

SOLUTION

01

We decided to use “TAKE MI HOME” as a defined term in our social media communications.
Similar to other defined terms such as Google, Uber, Glovo, etc.

TAKE MI HOME definition: When you order self-care services at home.
i.e. I’m not ready for the dinner party tonight. "I think I should do a TAKE MI HOME!"

When the use of the term took off, the sales started to increase as well.

02

Inevitability, we also changed the slogan to:

TAKE MI HOME
Self-care prêt-à-porter

Self-care covers all aspects of personal wellbeing such as personal care.
prêt-à-porter implies the accessibile luxury.

RESULTS
AFTER 3 MONTHS

KPI

IMPROVEMENT

N. of clients

147%

N. of bookings per month

259%

Avg. booking value (€)

40%

Avg. monthly revenue (€)

348%

At Take Mi Home, we needed to focus on positioning our brand and making it easily recognizable and accessible to our consumers. That's where The Armin Bar (NYC|Milan) came in. They reframed the use of our name and updated our slogan, putting together fabulous creative content to make our online presence top-notch!