Krofam engaged us to redefine its product strategy as it sought to enter new markets and refresh its offerings. We began with in-depth research and strategic workshops, analyzing global bathroom trends and unmet user needs. The design strategy we crafted segmented Krofam’s future portfolio to target diverse customer groups – from young urban trendsetters to older adults – aligning with the company’s goal of sales diversification into France and the UK. In total, we coordinated the development of 15 cohesive furniture collections that spanned a wide stylistic spectrum yet adhered to Krofam’s core quality standards. Crucially, Husarska Studio managed a creative collaboration model: our team designed key collections in-house and guided external design studios in creating additional lines
This included partnering with acclaimed designers like Max Kobiela (who lent his architectural flair to nature-inspired and glamour collections) and Movo Studio and Arkadiusz Kulon among others. By uniting these talents under a common vision, we ensured each new product line – whether minimalist, rustic, or luxurious – fit seamlessly into an overarching brand narrative. The strategy also encompassed refreshing 10 legacy Krofam collections to harmonize with the new designs, updating their look and functionality. This portfolio positioned Krofam with a rich catalogue that could appeal to a broader international clientele while showcasing innovation rooted in user-centric design.
Among the new portfolio, two flagship collections designed entirely by Husarska stand out for their innovation and impact:
The Vibe collection is a bold response to the tastes of modern youth, infusing energy and modularity into bathroom furniture. Conceived by Jadwiga Husarska as a “breath of fresh design,” Vibe breaks away from conventional forms. The signature element is an independent standing vanity that fluidly transitions into an integrated washbasin, creating a continuous sculptural form. We achieved a look of smoothness and lightness by using a rounded, lightweight metal frame and a slim-line basin, proving that even compact pieces can feel airy. Vibe invites personalization: it comes in three matte color combinations (clean white, white–gray, or gray–black) with matching quartz composite basins, and features options like contactless LED-illuminated mirrors for a high-tech touch. Every detail, from the softly curved edges to moisture-resistant finishes, was considered to resonate with style-conscious young adults while remaining highly functional. The result is an eye-catching bathroom set that lets users express their individuality in everyday living – a true embodiment of “vibe.”
In contrast, the Comfy collection addresses the needs of elderly and disabled users without compromising on aesthetics. Led by our designer Magda Pasternak in collaboration with occupational therapists, Comfy was developed through extensive user research including interviews and social consultations with seniors. The mission was clear: maximize accessibility and ergonomics, while designing beautiful furniture that does not stigmatize the user. We incorporated numerous adaptive features: for example, cabinets and sinks with adjustable heights to accommodate those in wheelchairs, easy-grip ergonomic handles for users with limited dexterity, and integrated support rails that provide stability during daily routines. All surfaces use non-slip, matte finishes and high-contrast color schemes (classic white cabinetry with black accents) to aid the visually impaired in distinguishing edges and handles. Despite its specialized functionality, Comfy maintains a contemporary, inviting look that blends into any home or elderly home – proving that “accessible” can also mean stylish and universal. This collection has been applauded by both users and industry experts for improving bathroom safety and dignity, validating our belief that empathetic design can greatly enhance quality of life.
By designing Vibe and Comfy in parallel, we demonstrated Husarska’s versatility – from youthful creativity to inclusive design. These collections became hero products in Krofam’s new Prestige Line.
Transforming Krofam’s product line went hand-in-hand with transforming its brand identity and market approach. At the start of the project, Krofam was an established manufacturer primarily in Poland (and neighboring markets) with minimal brand recognition abroad. We led a comprehensive brand strategy initiative to redefine how Krofam presents itself to both domestic and international audiences. Working closely with Krofam’s leadership, we first clarified the brand’s core values, mission, and unique selling points – emphasizing a synergy of tradition (decades of craftsmanship) and innovation (new designer collections).
Husarska then managed a complete rebranding, engaging the specialist at Brandburg Studio (creative director Maciej Kawecki) to develop a fresh visual identity for Krofam. This included a new logo and corporate design that reflect modern elegance and versatility – mirroring the new furniture lines’ aesthetics. We ensured the rebranding process stayed aligned with the product strategy: for instance, the color palettes and typography chosen pair well with Krofam’s new product photography and catalogs. Alongside the visuals, we crafted a consistent tone of voice and messaging guidelines, so that everything from the website copy to social media communications conveys Krofam’s renewed commitment to “beautiful, accessible bathrooms for everyone.”
Crucially, our strategy work was geared toward internationalization. With support from an EU-funded program, Krofam aimed to enter France and the UK – markets where it previously had no presence. We developed a targeted marketing roadmap for these regions, which involved localizing materials (language and style adaptations for Western audiences) and identifying distribution partners. Part of this plan was preparing Krofam’s debut at major industry events: we coordinated the company’s participation in prominent trade fairs to introduce the new collections to global buyers. To that end, our team designed an eye-catching exhibition booth that premiered at Poland’s top design fairs (4 Design Days and Warsaw Home) as a testing ground for international exposure. Husarska designed Krofam’s exhibition stand to embody the new brand ethos. This meant selecting materials, lighting, and spatial layout that complemented the bathroom collections on display.
The booth’s concept combined modern lifestyle vignettes with bold brand graphics, effectively communicating Krofam’s new identity to show attendees.
To support Krofam’s product launch and sales efforts, Husarska delivered a suite of marketing and communication materials. We created product catalogues and brochures covering the entire new collection lineup, carefully blending technical information with lifestyle imagery to appeal to both dealers and end customers. Each collection was presented with its unique selling points, designer backstory, and high-quality visuals, but all the materials shared a unified graphic layout reflecting the new Krofam brand. These print materials were produced in multiple languages (Polish and English initially) to serve Krofam’s export drive.
In parallel, we leveraged 3D visualization to enrich Krofam’s marketing content. Using design CAD data, we generated realistic 3D renders of the furniture in curated bathroom interiors. This allowed us to showcase each collection in its ideal setting – from a chic Art Deco bathroom for the glam-styled Chic line, to a serene natural wood backdrop for Dukla’s nature theme. These renderings, alongside professional photographs, were used across the catalog, website, and social media, ensuring a consistent look and feel even before physical prototypes were widely available.
No product launch today is complete without compelling media content – and our partnership ensured Krofam’s new story was told through high-quality visuals and films. Panopticon Films, our sister company, spearheaded the production of several promotional videos that brought Krofam’s innovations to life. We created a dynamic promo video for Vibe, cut to upbeat music, highlighting its bold colors and modular setup being rearranged by a young user. These videos were used online and at trade show displays to instantly convey each collection’s essence to viewers.
The Krofam case exemplifies our belief that design is most powerful when it connects every facet of a business. What began as a furniture update grew into a complete rejuvenation of Krofam’s identity, offerings, and outreach. By combining strategic foresight with design management, we turned a traditional manufacturer into a trend-conscious brand ready to compete on the global stage. At Husarska, we take pride in such transformations – where our role goes beyond design services to becoming a long-term innovation partner. Krofam’s journey shows that with the right design strategy, even the most established companies can be reinvented, creating products and experiences that reflect a bold new chapter in their story.
