Our client, Kitchens plus Bathrooms & Tiles, needed to relaunch, rename and reposition their business of kitchen design and renovations to attract the rising middle market seeking an affordable & quality renovation. The business also operated a retail store presence to support the purchase of fittings and finishes of their final design.
The existing message and business was quite functional in approach resulting low differentiation and high price competition. Put simply, they were at times considered a trade, not a design firm. This did not fairly represent the quality and aspiration within their designs, renovations and kitchens.
We needed to capture the emotion of the home renovator through a warm, aspirational, iconic message. In doing this we needed to position the new brand in mid to upper end of the market as a high quality but affordable design firm who delivered on quality and style.
We used our Brand Anatomy framework to research, design and develop a clear brand framework for brand articulation and growth.
We developed a positioning around the affordable, european dream kitchen. We launched the brand name Hasl with the supporting retail stores known as Hasl Haus.
The new brand, Hasl, was born and delivered with strong adoption. Existing clients and new customers could see, feel and understand the difference in design, style and quality.
Hasl was centred around the idea of belonging. Underpinning this was the articulation of a design process for the Hasl team called 'Flow' which brought to life how they could express their design philosophy and outcomes to their clients.
We knew we'd hit the mark in European Quality and Style when Hasl were contact by transportation firms asking to ship their product from Europe to Australia.