Who Pomax is
Pomax has been designing and sourcing lifestyle products for over four decades. From candles and home accessories to textiles and interior decoration - they supply retailers and interior professionals across Belgium and beyond. A business built on taste, craftsmanship and a deep understanding of what makes a space feel right.
But strong product and wide distribution don't automatically translate into a sharp brand story. Over the years, Pomax had grown into something bigger than their original identity could carry - and the gap between who they'd become and how they talked about themselves had become hard to ignore.
The challenge
Pomax came to COBRA™ at a moment of transition. The brand had real equity - decades of trust, a loyal customer base, a strong product offer. What it lacked was clarity: a precise articulation of who Pomax is really for, what makes it genuinely different from the dozens of lifestyle brands competing for the same shelf space and attention, and where the brand wants to go next.
That clarity is what every conversation, every collection launch, every retailer pitch depends on. And without it, even a great product range struggles to tell a coherent story.
"A brand built on product strength alone can only go so far. At some point, the story has to be as strong as what's in the box."
What we built together
Through the six COBRA™ sprints, we ran a full brand audit, mapped the competitive landscape, and defined the emotional drivers behind Pomax's most loyal customers. We sharpened the power group - moving from a broad audience to a specific, emotionally recognisable profile - and built a positioning that captures what Pomax uniquely brings to the table.
The result is a brand foundation that goes beyond aesthetics: a clear claim, a brand story the whole team can use, and a messaging framework that works across trade, retail and digital channels.
