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Frolina : Comfort that Cares
Services
- Brand Strategy Development
- Brand Corporate Identity Design
Date
October 2025
B17 repositioned Frolina from a standard home-textile brand into a modern home-wellness brand built around the idea “Comfort That Cares.” The strategy reframes Frolina as a partner in recovery for urban, high-performing consumers who want their homes to feel restorative—not just functional.
We shifted the brand from “soft products” to intelligent comfort, translating technical features into emotional value and building a design system focused on calm, texture, and modern Thai refinement. The brand architecture was restructured into Frolina Home and Frolina Essentials to clarify value tiers and strengthen commercial strategy.
With a new voice rooted in warmth, sincerity, and quiet confidence—and a service philosophy built around the “Comfort Ambassador”—Frolina now presents itself as a lifestyle brand that genuinely improves quality of life.
