Kitchen Clever.
KUBEThe Challenge
Europe’s largest kitchen manufacturer, nobilia, was looking to launch a new kitchen brand, KUBE, into the UK as an alternative to the other brand in its UK portfolio, Kutchenhaus.
The Services
Our Approach
The client’s value proposition was all about being able to offer superior quality kitchens at lower prices than competitors. We used social listening analysis and data to better understand the purchase priorities of our millennial target audience. We then used those learnings to inform how to best deliver market differentiation.
The Insight
Our data showed two clear insights. Firstly, that there was a genuine cache in leveraging the German manufacture as a quality motif. Secondly, that our target audience was very receptive to the concept of the hack; that empowered feeling of finding a smarter or more efficient way to achieve something.
The Creative
With those insights in mind, we began to develop both creative and messaging. We wanted the latter to speak directly and accessibly, but also to reflect that millennial attitude. We created a strapline of ‘Kitchen Clever’; consciously using ‘Kitchen’ as a verb, and referencing that core ‘hack’ concept. With that as our baseline we created a full suite of messaging that carried through that same informal and yet pithy tone, while leaning on quality credentials (German manufacture / design / service).
Creatively, our approach was bold and direct – big blocky typography with a core colour of lime green. The intended effect was to deliver an aesthetic able to go toe to toe with the value brands in the space, and yet underpinned by touches of design quality and with that echoed the market differentiation of the kitchens themselves.
The Outputs
Aside from the brand fundamentals of logo, strap, colour palette and graphic system, we’ve also designed the website, all the graphics for the brand’s showrooms, and a raft of marketing assets including brochures, out of home (OOH) and paid social.
