Customer stories

Hasl – A New Brand

Our client, Kitchens plus Bathrooms & Tiles, needed to relaunch, rename and reposition their business of kitchen design and renovations to attract the rising middle market seeking an affordable & quality renovation.

Context

Our client, “Kitchens plus Bathrooms & Tiles”, needed to relaunch, rename and reposition their business of kitchen design and renovations to attract the rising middle market seeking an affordable & quality renovation. The business also operated a retail store presence to support the purchase of fittings and finishes of their final design.

The existing message and business was quite functional in approach resulting low differentiation and high price competition. Put simply, they were at times considered a trade, not a design firm. This did not fairly represent the quality and aspiration within their designs, renovations and kitchens.

Challenge

We needed to capture the emotion of the home renovator through a warm, aspirational, iconic message.

We need to move the brand away from the generic trades positioning the brand had and find a new space for the business thrive and grow.

In doing this we needed to position the new brand in mid to upper end of the market as a high quality but affordable design firm who delivered on quality and style.

 

Our Approach

We used our Brand Anatomy framework to research, design and develop a clear brand framework for brand articulation and growth.

We developed a positioning around the affordable, european dream kitchen. We launched the brand name Hasl with the supporting retail stores known as Hasl Haus.

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“A big thank you to all your team for bringing Hasl Haus alive.
(We) are extremely humbled and proud to be part of this exciting journey that you have helped create!”

Chris & Michelle Hassell - Hasl

The Result

The new brand, Hasl, was born and delivered with strong adoption. Existing clients and new customers could see, feel and understand the difference in design, style and quality.

Hasl was centred around the idea of belonging. Underpinning this was the articulation of a design process for the Hasl team called ‘Flow’ which brought to life how they could express their design philosophy and outcomes to their clients.

We knew we’d hit the mark in European Quality and Style when Hasl were contact by transportation firms asking to ship their product from Europe to Australia.

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BALANCING BRAND - ART & SCIENCE

Interested to learn about Brand Anatomy

Brand anatomy is a sense making framework that brings the clarity to grow your business.   

  1. 1. Gain the clarity to design a cut through identity built on a robust character of who you are and what you stand for  

  2. 2. Create the alignment in your team to reduce roadblocks and accelerate good decision making  

  3. 3. Build the skills and the systems to release growth across your business using proven playbooks customized for you  

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