Poggenpohl Kitchen Architecture
Poggenpohl is considered the inventor of the modern kitchen. How can the world’s first kitchen brand reinvent itself as an international luxury brand and once again become a pioneer? In 2021 we come aboard as new lead agency.
- Market Research
- Customer Insights
- Brand Strategy
- Brand Design
- Brand Experience
- Brand Management
Friedemir Poggenpohl founded a carpentry in 1892 with the vision of “making the kitchen better”. Driven by this goal, Poggenpohl keeps writing kitchen history. Architectural thinking, trend-setting design, excellent craftsmanship and technical precision make the brand world-famous and a symbol of luxurious kitchen architecture from Germany. The brand temporarily loses some of its radiance due to numerous changes of ownership. We are brought in as the lead agency to help Poggenpohl shine again through a comprehensive relaunch.
Poggenpohl sees the kitchen as a symbol of an energetic and enjoyable existence. As the leading brand for luxury kitchens, the company combines architectural thinking and action with trend-setting design. Guided by this claim and intensive research into the needs of international luxury customers, we are translating the traditional brand into the 21st century as an inspiring customer experience.
In addition to the further development of the logo, new fonts and an opulent imagery that celebrates lifestyle, creativity and culinary experimentation, a new Poggenpohl color world was an absolute must. This is inspired by natural stone, fruit, herbs and vegetables. The reduced graphic system in black outline style forms an elegant contrast to this. Digitally we play the branding in the new website and the Poggenpohl brand platform.
HOLISTIC DESIGN APPROACH
We elaborately stage innovations and iconic kitchen classics in campaign shootings and accompany the in-house exhibitions with printed materials as well as audio and video guides in up to ten languages with specially composed music. We are also designing an exclusive catalog in six European languages and a preliminary version in Chinese for the opening of the showroom in Shanghai. Sales materials such as brand clips, product sales films, sales manuals, product flyers, advertising and social media content are also created for the extensive network of branches and dealers.
FROM THE PAST TO THE FUTURE
For Poggenpohl’s 130th anniversary in 2022, we accompanied the exhibition concept and layout of the company’s museum, supported it with graphics, wall texts and storytelling, and contributed visual content: a brand clip on the milestones in the company’s history, an elaborate animated film and an interview film within the exhibition.