Bringing joy into your home.
Brief
To support our customers – independent kitchen retailers – with sales collateral that both differentiates Omega kitchens in the market and created distinctiveness between their four consumer brands.
Omega Plc is one of the UK’s leading manufacturers of high quality, premium kitchens. Their challenge to us was to help them navigate the complexities of their brand hierarchy to support ambitions growth plans for the business.
We were appointed as strategic and creative partner to find a unique brand territory that would maximise the strength of the parent brand and support better segmentation and engagement of the independent retailer market to fuel stronger sales of their four consumer facing brands.
Insight
The Cogent BrandGROWTH process identified that there was a huge disconnect between the positive feelings people have when finally installing their dream kitchen, and the stressful process of planning and buying it in the first place. At the heart of it was the worry of making the wrong decision and expensive mistakes.
Solution
We built a central proposition on the feeling of joy that a new kitchen brings. Having identified this new brand proposition for Omega, we set about bringing it to life through the sub-brands, giving them each a distinct identity and interpretation of ‘joy’.
To support both retailer and consumer engagement through these brands, our first port of call was to overhaul their coffee table brochures. They still needed to include all the usual product information, but each had to bring joy into the process of choosing a kitchen in a unique way.
