To be a luxury brand, first, you have to be one. When you are, look like one.
With a rich and illustrious 30-year history, Kitchens By Design is an industry leader in terms of kitchen and bathroom design in New Zealand. When they initially approached Spruik to assist them with their marketing strategy, it quickly became apparent that their premium, the high-end offering was at odds with their brand identity. This disconnect between their brand positioning and brand identity would hamper any potential marketing endeavours and need to be addressed.
Following a comprehensive brand workshop, it was clear Kitchens By Design needed a new brand to better portray the premium nature of their business. The new brand needed to speak to its mature audience and portray Kitchens By Design as a design-led kitchen studio. A place where qualified, award-winning kitchen designers provide bespoke solutions to suit the lifestyles and needs of their clients. A place where every step of the design, manufacturing and installation process is handled with meticulous care. A place of true kitchen craftsmanship.
Kitchens By Design are the masters of their trade and provide a service that separates them from their competitors. Their quality of design, exquisite use of materials and commitment to their craft goes above and beyond customer expectations. They’re not simply Kitchen Designers, they are Kitchen Artisans.
With this in mind, we took inspiration from the Middle Ages and created Kitchens By Design a KBD monogram. A monogram was a way in which artists claimed their art and we wanted to give Kitchens By Design the ability to claim their ‘art’ – their kitchens. Through the use of the monogram and individualised colour palettes for both the designers and each of their kitchens, we’ve created a flexible, unique and luxurious brand.