Brand relaunch
Reading time
When kitchens tell stories:
musterhaus küchen. GEHÖREN ZUM LEBEN.
The jingle, a true german classic: Musterhausküchen Fachgeschäft. Wir richten Küchen mustergültig ein.
Repositioning the best-known kitchen brand for the German market and making it attractive for three different target groups was a fantastic challenge. For retail partners, industry partners and, of course, end customers, the brand had to be modern, clearly understandable and emotionally appealing in equal measure.
We were allowed to change everything! The brand had to be rebuilt: the values, positioning and USPs had to be redeveloped and reformulated. The logo was intensively revised, even the name was changed and a new claim was developed. A corporate design was developed and the stores were rebranded.
Logo
Claim
The claim is the content nucleus from which all future media are derived and to which all media repeatedly refer. It is used in images, text, campaigns, digital tools, etc. and is constantly reinterpreted.
Kitchen studios
Worlds of experience
Visual language and icons
Brand language
How a text from musterhaus küchen sounds is not just a matter of taste.
On the contrary, a brand language was developed that is derived directly from the brand’s values.
Website
The new website was developed by us and consistently appeals to end customers. The emotional branding reflects the realities of kitchen buyers’ lives in both the language and the imagery.
Launch campaign
The new brand identity was rolled out with an emotional launch campaign: Ads, social media, radio spots and much more tell the stories of kitchens as the starting point for life’s adventures.
Social Media
Radio spots
