Building a new category in a saturated market

The brief
A founder came to DORÉE with a vision: bring Indonesian art to the world through villas where design and artisanship meet. Our role was to determine whether the market had room for it, and to build the brand and go-to-market to win it.

The market reality
Our market study showed a saturated luxury villa sector in which most developments competed on the same terms. Saturation was also the opportunity: to stand out, Indigo had to define a new category rather than join an existing one.

The strategy
We positioned each villa as a work of art. Every villa became its own brand, with a logo, slogan, brand book and film, built for immediate sales rather than gradual awareness.

What we delivered

• Market study and positioning: months of analysis of the market and buyer motivations, resulting in a category-defining strategy.

• Identity system: a brand for Indigo and an individual identity for each villa.

• Product sourcing: we sourced 100 villa projects across Bali and the rest of Indonesia, and built relationships with the island’s leading developers.

• Launch ecosystem: within a month we secured a partnership with The Agency, the brokerage brand behind its own Netflix series. The team visited Bali, viewed the villas and committed straight away, and several other agencies followed.

The outcome
By the pre-market stage, Indigo had a defined category, a full brand architecture, a sourced pipeline of 100 projects, relationships with the island’s leading developers, and distribution partners already committed. The client then paused the project before the first villa went to market, for reasons on her side. The strategy, assets and partner network remain in place.

What this shows
DORÉE does not stop at identity. We build the strategy, the supply and the distribution together, so a brand is ready to sell on day one.