Krulli – Homes with the Krulli touch

Do you know Krulli? Have you been?

Krulli is an urban space that lives and breathes in the rhythm of people. Here, everything is 5 minutes away: home, work, street life, kindergarten, restaurants, concerts and festivals. And best of all, your people are always nearby.

After all, you are in Krulli, in the heart of North Tallinn.

Krulli Homes is not a typical real estate brand, as it tells not only the story of apartments and buildings, but also of the area, its community, creativity, and people.

Krulli Homes redefines how real estate is communicated by shifting the focus from properties to place-making. Instead of presenting apartments as standalone products, the brand builds a narrative around the area, its creative identity, and the people who will shape it. This positions the development as a living environment rather than just a purchase decision.

The strategy combines emotional storytelling with clear, structured information. Practical details, such as layouts and specifications, remain accessible, but are framed within a broader, experience-driven context. This ensures that the website appeals simultaneously to rational evaluation and emotional connection, which is critical in real estate decision-making.

A defining element of the approach is its bold and unconventional visual language. The use of illustrated characters, directly derived from the brand’s identity, creates a distinctive and memorable experience. This is a rare move in the category and serves as a strong differentiator in a market where most developments rely on similar aesthetics and messaging.

Importantly, the creativity is balanced with usability. While the design stands out, it does not compromise clarity or trust, both essential in real estate. Feedback confirms that the result feels fresh and different, yet coherent and relevant to the project.

Overall, the strategy succeeds by aligning brand identity, storytelling, and user experience into a cohesive whole that captures attention and builds meaningful interest.

Proof? One in five website visitors registered their interest within a couple of months.

Visit the web: