»Miele die Küche« has manufactured kitchens since 1973, and has operated under the »Warendorf« name since 2010. The new brand design transports the high quality and design standards as well as the company’s »Made in Germany« heritage.
The acquisition of Miele’s kitchen division by AFG Holding made it necessary to develop a new brand. The »kitchens for personalities« positioning concept emphasizes the kitchen owner’s personal style, setting the brand apart from the very competitive premium segment. The brand identity and communication unite the quality standards of the products with the positioning, creating the foundations for the success of the brand.
The developed positioning concept makes it possible to address customers directly and strengthen sales in the company’s individual consulting and planning competencies.
The brand for premium kitchens is shaped by generic brand messages. The challenge for WARENDORF Küchen was to generate new ideas and create the foundation for successful market development. The developed positioning concept, »Kitchens for personalities«, makes it possible to address customers directly and strengthen sales in the company’s individual consulting and planning competencies.
The clearly structured website celebrates the individual style of WARENDORF kitchen owners. Users can access detailed information on individual kitchen modules and extras by clicking on highlighted spots within these stories.
At the same time, all components are shown in their own catalogue section based on their applications. A wish list function makes it possible to collect these and send them directly to a retailer for personal assistance.
A separate section of the website allows retailers to create or update their own company websites in line with the WARENDORF visual identity and upload sample kitchens to the WARENDORF website. The website is available in nine languages.
WARENDORF Die Küche
The roots of the company lie in the town of Warendorf in North Rhine-Westphalia. Cosmopolitan, yet down to earth and true to their traditions – these are the characteristics that distinguish the people and companies of Westphalia. It is also a combination that repeatedly produces genuinely ground-breaking innovations of the premium kitchen manufacturer.