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.
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.
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.