Vabel, the property brand committed to elevating the standard of London living, partnered with strategic design agency AboundStudio to translate their personality, unique approach and ethos into a compelling narrative and distinctive design language which resonates with today’s home makers and reflects the exceptional quality, craft and character of their homes.
Central to the repositioning is the evolution of Vabel from a developer to an aspirational lifestyle brand that emphasises the love for places, people and how they live.
Drawing on their combined expertise in hospitality design and background in creating hotels infused with feeling, Vabel co-founder and creative director Jeremy Spencer, and AboundStudio founder and creative director James Huntly have adopted a distinctive approach typically associated with the hospitality industry. Their unique perspective sets Vabel apart, challenges the industry and sets a new benchmark for real estate in London.
To learn more about the rebrand, we spoke to James Huntly, Founder & Creative Director at AboundStudio.
What was the brief for the rebrand?
Disillusioned with poorly planned conversions and big box developments, in 2009 Vabel set out to raise the standard of London living. From the earliest ideas to living a life well lived, each home is designed and made by Vabel. From hand-picking the right locations, to design and architecture, through to project management and construction, all disciplines live under the same roof.
An award-winning formula, as Vabel grew it was clear they’d outgrown their brand. It simply wasn’t congruent with their product and ambition for growth. Nor did it reflect the sheer talent of the team, commitment to design and quality of their homes.
Looking to reposition the business from a (B2B) developer to an (B2C) aspirational lifestyle brand, it was clear Vabel needed to evolve. They were looking for a likeminded partner to translate their story and a sense of home into a visual and verbal language that truly reflected their unique approach to crafting exceptional, infinitely liveable homes in covetable London locations.
How did the initial pitch/brainstorming phase go?
A meeting of minds
You could say it was a meeting of minds. At AboundStudio we love working with change makers looking to set a new benchmark in their industry. Vabel’s vision to raise the quality of how homes are built, designed and lived in, really resonated with us.
They were drawn to our background in hospitality plus our shared love of design to elevate experience and enrich lifestyle aligned with theirs. Likewise, our appreciation for the power of words and experience in storytelling to convey both function and feeling was key for a topic as emotive as home.
Describe the purpose of the brand and its target audience
Love for Home. Love for Living. Love for People and Place.
We all have an affinity with home. Homes are the place where the drama of our lives un-fold. They are our sanctuary, our playground, our retreat, and our stage. There is a level of consideration, trust and heart put into buying a home not seen in many other purchases. Home buyers are looking for thoughtfully designed, enduring homes, grounded in the unique qualities of everyday life. Homes that feel good to live in and fall in love with. Not just today, but for life.
Working closely with the Vabel team we helped uncover the heart and soul of the brand. It was clear that they were delivering design-led and meticulously considered homes, but this only happened with a deep understanding and love for people, place, and lifestyle, developed over a number of years. This relationship became front and central to the brand, informing a clear purpose and setting out a clear set of brand principles that live in each Vabel home and clearly articulate Vabel’s ethos and unique offer to a community of prospective residents.
What was your thinking behind the rebranding solution?
The Rituals of Everyday Life
Sitting in the beautiful Vabel Haverstock, Jeremy (Spencer, co-founder) painted a picture of a day in the life of the property against the backdrop of a home that was both exceptional in design and execution. It was a poignant moment in the life of the project as he described the routines and rituals of a future resident hosting friends (wine stains and all), before heading over to an event at Camden’s Roundhouse for a night out. It was clear from that moment that their homes are for living.
The ‘Rituals of everyday life’ acted as a creative platform which set a clear and compelling direction for the visual and verbal identity. We wanted to balance the beauty of design with the patina of life. The brand couldn’t be too polished that it becomes too precious for daily life. Coupled with the emerging brand strategy and unique approach to designing and building homes, it informed the brand proposition.
From first brick to the last – effortlessly liveable homes, designed and built around the rituals of everyday life, with love and enduring character.
Did you learn anything new during the project?
I’ve always believed that the best brands understand the power of words. The tone of voice is foundational to building brands that resonate on a deeper emotional level. In the case of Vabel, it was a delicate balance. Go too far one way and it fails to communicate the exceptional design and exacting standards to which they build their homes.
Don’t go far enough and you fail to communicate the comfort and character that sets them apart, falling into the trap of becoming just another developer. We managed to blend both function and feeling, with words that are a true reflection of their character.
What was the biggest challenge? How did you overcome it?
We often find ourselves working directly with founders. It’s a privilege but in-turn a responsibility to translate their story and vision authentically to help take them to the next level. In the case of Daniel (Baliti, co-founder) and Jeremy they’re deeply connected to the business, its journey and product – put simply it’s personal.
Add the fact that the duo is naturally design literate, the challenge was set. As with all projects, it starts with understanding people – their mindset, values and behaviors. Getting to know them – how it all started, their beliefs, personalities and what drives them. Add time in the Vabel studio and onsite Vabel Haverstock, and we started to uncover their true character and identity. Only then could we confidently set them apart and articulate their story.
What kit/tools/software were used to create it?
With the two studios almost 9,000 miles apart (AboundStudio in Perth Western Australia and Vabel in London) it’s fair to say the camera played a significant role in this project, both in terms of presentations via zoom but also in working with photographers and materiality. The project transcended design disciplines requiring the input, appreciation and understanding of architecture, interiors, identity and experience design.
What’s actually quite lovely about this project is the humanity and craft involved. Whilst typical design tools and software were clearly involved, setting the photographic direction, interpreting the patterns or illustrating the facades required a blend of physical and digital tools that made the process both tactile and collaborative.
What details are you most proud of any why?
A celebration of craft & collaboration
I’m particularly proud of the level of collaboration. It’s an ethos shared by both studios, but we couldn’t have achieved the level of quality without such a trusting and open-minded client. We handpicked a dream team of creatives to help bring the brand to life. Parisian photographer Ludovic Balay captured a stunning series of lifestyle images directed and inspired by the ‘Rituals of Everyday Life’.
Our vision was to capture a sense of time and story with scenes that painted a picture of moments lived. I love the depth and feeling these images bring to the brand. The series reflects the ambience often missed in interior photography and new builds, but ever present in a Vabel property. We selected London based photographer, Taran Wilku, to capture the beautiful craft and character of the interiors.
Taran’s real-world perspective and editorial style captured the sense of space, light and character of each home impeccably. Not only is the result spot-on, but it’s also refreshing in a market where the value of good photography can often get overlooked. Last but certainly not least, London based illustrator, Lukas Novotny, crafted a timeless set of facades.
Whilst renders clearly have their place, we wanted to adopt a more meaningful approach to set the scene for future property launches. In this case the result is akin to limited edition prints giving prospective residents a sneak peak of what’s to come. It was such a privilege to work alongside such talent.
What visual influences fuelled your solution?
Homes with Character
It’s always great when you’re working with beautiful products and in Vabel’s case they don’t cut corners, nor do they settle for bland boxes. Instead, they craft beautiful homes with a meticulous attention to detail, craftmanship and character. In fact, it was the same ethos of light, proportionality, and tactility found in the interiors of a Vabel property that inspired our direction for the visual and verbal language.
Patterns are born from the journey of making, drawn from the materials and ambience of properties. A palette of earthy tones and vibrant highlights are drawn from both the design and construction process. White space is embraced, and a clear typographic hierarchy followed to bring interest and structure where it’s needed.
The photography style reflects more than just beautifully crafted interiors but also the process, people, places, and partners that make each property story authentic and special. Each element comes together across all layers of the brand to reflect the rich story and unequivocal character of each home.
What do you hope it achieves for the brand
Growing Culture and Community
We set out to create more than an identity, but a mindset that imbues each property and forms the foundation to the livability and enduring character of each home. At Abound we see brand as a living and breathing entity, that continues to grow and evolve far beyond launch. With all our projects we hope they connect emotionally with the client, their customers and the broader industry.
The Vabel brand should act as a springboard to inspire culture and story, whilst growing a community of prospective residents to want to live the brand. They have a story rich in narrative, a growing family of beautifully design homes and a talented team, so I’m very excited to see the brand come to life and have no doubt they’ll continue to achieve great things.
What would you do differently if you could do it over again?
Secure one of their beautiful properties! Just kidding, it’s a good question, as you often come away thinking what if. But Vabel were truly one of the most trusting and progressive clients we’ve worked with.
Credit list for the work?
Client Lead - Jeremy Spencer
Lifestyle Photography - Ludovic Balay
Interior Photography - Taran Wilko
Facade Illustrations - Lukas Novo
