Lateral Aspect launches new look for WA dream kitchen supplier Kitchen Craftsmen
Lateral Aspect has launched a brand new image for WA dream kitchen designer and manufacturer, Kitchen Craftsmen after 14 years in business.
Kitchen Craftsmen has worked with Lateral Aspect for the past year to rebrand and remodel everything for the group from their logo and repositioning statement, through to a full corporate livery including vehicles, uniforms, brochures, showrooms, the website and more.
The new look officially launched last week with radio and TV commercials as part of a broader advertising and marketing campaign.
Group Marketing Manager Ben Avery said the task was to refresh a company that was highly successful, but had a tired brand image and waning public awareness.
“For us, this hasn’t just been about a new logo; we have developed a new focus and passion to be the most popular manufacturer and retailer of kitchens in WA and this has led to significant reviews and improvements across all the business functions.”
“The rebrand is one way of expressing our commitment to provide product innovation, leadership and a premium buying experience. We have some brilliant products about to launch and the whole company is gearing towards really delighting our customers.”
Avery said working with Lateral Aspect had produced some impressive results.
“Lateral Aspect is a very creative agency and from the moment we agreed on the new I.D, we have not been disappointed.”
4 Comments
Sorry, but I think this is terrible – I don’t get it??
Love your craft?? – so your saying that Kitchen Craftsman loves to make kitchens and their ‘craft’ – big deal, what kitchen company doesn’t love what they do!
I went to a kitchen craftsman store last week to get a quote – worst service ever, didnt get much ‘loving your craft’ there..
Wheres their point of difference / USP – remember those?
The jingle is also cheesy and annoying..
that is my 2 cents worth..
After that lovely serving of lamb a few weeks ago the kitchen is a real letdown!
I really cannot stand this TVC. You’ve got a woman standing there looking like she’s suffering from hemorrhoids, staring into your soul – combined with a jingle so cheesy it could double as the new Domino’s base – and it has absolutely nothing to do with kitchens. She’s standing in the kitchen – wowee…. we all have a kitchen to stand in. If Kitchen Craftsmen weren’t around, her kids definitely wouldn’t have grown up and achieved anything. This sort of approach is just sad and it baffles me how it’s in the “Best Ads” section. Not only is it ordinary at best – it’s irritating.
Just like you don’t have to put every piece you’ve ever done in your folio, you don’t have to PR every tv spot. It’s dented the perception of them a bit…