The brief
To create a brand identity for AFG Kitchens' new venture, Miele die Küche, and to create and manage its press campaign.
Background
AFG Kitchens UK Ltd is the UK division of AFG which took over production and sales of Miele Kitchens in 2005. The organisation now trades as ‘Miele die Küche brought to you by AFG Kitchens UK Ltd’, manufacturing high-end bespoke quality kitchens under the Miele die Küche brand.
When AFG Kitchens was launched, the company contacted Access with a view to creating a new brand identity which evolved the easily recognisable Miele logo to create the new Miele die Küche sub brand, while also introducing the less well known AFG branding.
And then following this to create a series of adverts which communicated these changes in structure to customers and also positioned the Miele die Küche brand as the one of choice for anyone looking to purchase a kitchen.
Our approach
Access worked closely with this start-up company to create a brand hierarchy which was translated into corporate stationary and the press ad concepts. And then using room set photography supplied by the client, crafted propositions for a series of ads targeting consumers, retailers and distributors. Access then managed the media schedule for this campaign, creating and distributing almost 100 ads.
Results
Following this initial work for AFG Kitchens, Access has also gone on to create a direct marketing piece targeting developers, advertorials, showroom signage, and a new press campaign focusing solely on consumers, as well as managing an ongoing media relations pr campaign for the company.
