Ruchu
A home brand and furniture design inspired by living with nature
Timeline
Oct. 2022-
Jun. 2023
Position
Market Research
Product Design (All)
Brand Design (All)
Chair Making
Collaborators
Wood crafters
Classmates
Ruchu (如初), which means as a beginning in Mandarin, is a home brand.
Ruchu’s vision is to bring the essence of furniture back to the original warmth and subtlety of nature, creating pieces that last as long as a great tree.
Ruchu believes that everyone should have the right to choose, to choose what they truly want, to realize their own values,
to find the right materials within their budget, and to add unique, personal memories to their home.
Ruchu symbolizes “As a Beginning” in Mandarin.
The core of Ruchu comes back to the spirit of traditional Taiwanese carpentry, using the most original wood and craftsmanship to create furniture that will last for a hundred years. He emphasizes uniqueness, affordability, and sustainability in response to market needs.
Ruchu’s logo is inspired by the pictogram for “wood” and combines elements of woodworking construction to demonstrate the brand’s deep cultural heritage and craftsmanship.
What is the current market for small furniture design companies in Taiwan?
Taiwan Small Furniture Company Market in 2023
Taiwan’s small furniture company mainly sells customized and high-quality furniture at a high price.
The main buyers are the rich, designers, and people who pay attention to the quality of life.
Ruchu chose designers as the main target and people who emphasize the quality of life as the secondary group.
However, after interviewing 21 people, we found some market gaps.
I like high-quality and unique furniture. However, I think the price is too high and unaffordable for the average designer!
Amy, 24y, Industrial Designer
I need my furniture to be usable for work and home.
Jasmine, 40y, Interior Designer
I expect that the furniture I spend a lot of money on will be better suited to my needs.
Linda, 32y, Pattern Designer
What is the market opportunity?
Keep Original Material
We preserve the original grain of the wood to bring out the uniqueness of each piece of wood.
Keep Friendly Price
We reduce the excessive use of wood and lower the cost of purchasing it.
Keep Sustainable Use
We use wood from sustainable forests and reprocess the leftover materials.
Collaborate with Taiwan wood craftsmen and students to produce all the furniture.
Every step of the process needs to be discussed and every detail of the production needs to be confirmed. More importantly, it is necessary to control the production time to control the production cost, and to frequently communicate with the woodworkers to understand the purpose of each design.
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