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
- KMS BRANDING
- KMS EXPERIENCE
- KMS COMMUNICATION
- KMS DIGITAL
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
Links
Close details