Challenge
arcā started as an idea for a vintage furniture brand with no name, no positioning, and no clear identity. The challenge was to build a brand from scratch that could make curated vintage pieces feel elevated, emotionally resonant and relevant to a younger design-conscious audience.
Approach
I created the brand from the ground up — naming, strategy, positioning and messaging. I identified a gap between overly elitist vintage brands and generic resale aesthetics, then shaped arcā as a soulful, design-led alternative. I worked closely with the designer on visual identity to ensure the system translated strategy into a distinctive brand world.
Impact
30% of the first collection sold in month one. Launch-day content generated 50,000+ organic reach. arcā carved out a clear niche in vintage furniture for emotional depth and accessible positioning.
