Challenger Stories: How to successfully build a brand – in the eyes of Teddy from FRAMA

October 9, 2022

3 minute read

Challenger Stories: How to successfully build a brand – in the eyes of Teddy from FRAMA

COPUS stopped by the FRAMA Studio Store located in the historic St. Paul’s Apotek on a cobbled street right next to Nyboder, Copenhagen, to meet up with Teodora Kolchagova, who prefers to go by the name Teddy.

We sat down with Teddy, who is the Head of PR and Communications at FRAMA, to get her point of view on how to successfully build a brand through communication.

What first drew COPUS to FRAMA is their beautiful aesthetics and amazing eye for the simple but well-crafted details. At COPUS, we also love to look to our peers for inspiration and new takes on doing things – and with FRAMA’s impressive growth both nationally and internationally, we knew Teddy would be the perfect fit for our series of Challenger Stories. 

What is a successful brand?
A brand with a vision and strong connection to its audience. Not to forget having open minded, inclusive and kind-hearted people that drive the brand forward.

What makes FRAMA a successful brand?
FRAMA has a clear vision for designing high-quality pieces that will last for years. We call it Future Vintage, a clever investment with a timeless aesthetic.

The brand has a powerful connection to people. Not only because of the multi-dimensional universe where you can find anything from furniture to home goods to self-care and fragrances, but people are also very supportive of our design process, the storytelling, and the high level of craftsmanship that goes into each product.

And not to forget the team behind the brand— forward-thinking individuals from all around the world with tremendous empathy, motivation, and a hard work mindset.

What do people often get wrong when communicating their brand?
Transparency and honesty are essential. Don’t lose credibility by not communicating what your audience is asking or eager to hear. Just be honest; everyone goes through the same issues. 

How does FRAMA successfully communicate their brand?

  • Making people believe in what you do takes not only good aesthetics. It’s about an entire vocabulary and a certain language and a certain perception you must create around the brand.

  • Design is a vehicle for ideas. Communication is a process. Meaning all of FRAMA’s work and storytelling is directly informed by the convergence and interplay of four primary experiential influences: travel, nature, spaces, and stories.

— Through travel, we step out of the known and discover life, culture, and ideas that exist beyond our own limited experience. 

— In nature, we encounter the essential elements of all life, the foundation of physics, biology, and architecture. 

— Inside spaces, we experience the limitations of defined dimensions. All spaces are reflections of history, of culture, and of the human need to invent and reinvent their environment. 

— Through stories, we interact with the limitless depth of the human imagination.

What is your role in this? 

A good communicator should be a jack of all trades. You need to have knowledge of the entire design process and decision-making. Presenting the work is important, but communicating it is just as important. That’s how you gain an audience and engage with people.

What advice would you give to someone in the same position as you?

My advice to everyone who wants to succeed: Stay humble, be kind, and be curious.

Watch episode 5 of our "Challenger Stories" here.