My Life.My kitchen.

küchenquelle has been fulfilling kitchen dreams since 1978. In 2021, we fulfilled their wish for a new brand identity.
Country: GermanyAgency:TASTE!Client: Küchenquelle

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Corporate DesignBrand PositioningDigital

Kitchens sold through storys.

The project

To relaunch the brand for a broader – and younger – audience.

The Challenge

After a few troubled years and internal restructuring, it was time to relaunch the somewhat forgotten brand
küchenquelle for a broader – and younger – audience. The main challenge was to reposition the brand clearly.

The Solution

Kitchens are the heart of a home. Here, people meet, share, live, laugh, argue, reconcile. A highly emotional
topic that has so far been sold primarily through rational arguments. It’s the individuality that convinces
customers most to plan their kitchen with küchenquelle. And so we used this as the main idea of repositioning
of the brand.

The Result

The design was subjected to a soft relaunch and it is especially the new, much more emotional imagery with
storytelling that deserves more visibility. With the emotional claim: “My life. My kitchen.” küchenquelle does not
position itself simply as a planner, but as a customer understander who responds to people’s living
environments and needs like no other. With a catchy headline mechanism, it was possible to translate this
empathetic brand positioning of küchenquelle into digital communication channels.