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, positively 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 brand launch was marked by the expansion of the kitchen range to include a product line created by French designer Philippe Starck.

 

Awards

  • Graphis 100 Best in Design 2012
    Gold for logo
  • Annual Multimedia 2011
    Award for web presence
  • Berliner Type 2010
    »Diplom Konzept« for image brochure
  • DDC Award 2010
    Award for corporate design
  • red dot communication design award 2010
    Red dot for corporate design
  • red dot communication design award 2010
    Red dot for image brochure

Involved areas of expertise

Services

  • Visual identity
  • Corporate design
  • Logo development
  • Imagery
  • Signage
  • Building branding
  • Packaging and product branding
  • Product labeling
  • Spatial communication
  • Trade fair exhibitions
  • Corporate communication
  • Communication concept
  • Product communication
  • Product campaigns
  • Catalogues
  • Brochures
  • POS communication
  • Names and taglines
  • Brand name
  • Tagline
  • Digital brand experience
  • Information architecture
  • Web Design
  • Interaction design

Client

Warendorf Küchen

Industry

Industry

Project

Brand development

Year

2009-2012

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Warendorf Küchen

Brand positioning and identity

Warendorf Küchen was established as a new brand to replace »Miele die Küche« in the market. The aim was to create a new, relevant market position in the competitive market for premium kitchens and set this brand apart from the rest with an authentic brand idea.

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Warendorf Küchen

Website

Since 2010, the manufacturer of exclusive »Miele die Küche« kitchens has been operating under the »Warendorf« name. The new website communicates Warendorf’s high standards of quality and design, and positions the brand in the premium segment.

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