Challenge
Kale Group, creator of modular kitchen furniture, was preparing to enter the market and needed the works— strategy, positioning, identity system and brand campaign to distinguish itself in the market. The branding also had to distinguish Kale+ from Kale, its older predecessor.
Solution
To position the brand, we wanted to build on the successful heritage and experience that the Kale Group has had in the construction materials industry. At the same time, the design-driven campaign and the name Kale+ gives the brand a youthful and modern edge that distinguishes it from Kale, while also encapsulating what the brand offers to consumers. The logo’s plus sign communicates growth and development, while the campaign’s tagline, “The advantage of your kitchen,” expresses the brand’s key value as well as its promise to consumers.
Results
Our work with Kale+ created a dynamic visual identity for the brand and gave it a powerful push as it started out in the industry. With many well-placed media buys, Kale+ ads were also successful in getting the message out to our target audience.