Case Studies Housewares | Kuhn Rikon Switzerland
Taking a national brand to a global market with unity and cohesiveness
L&A has collaborated with Kuhn Rikon Switzerland for more than a 15 years to build their brand image and to integrate their regional efforts into a unified global design strategy.
- Create consistency across numerous regional business units to strengthen KR’s brand image while maintaining strong recognition as they increase their presence in global markets.
- Promote Kuhn Rikon’s “Swissness” as a point of competitive distinction.
- Build upon Kuhn Rikon’s brand equity with a client base developed over the past 80+ years.
We developed a clear customer profile while building a solid understanding of our client’s worldwide retailer network.
We conducted a brand audit that included onsite visits to U.S. and European retailers as well as data from Chinese retailers. The audit identified opportunities and provided a point of reference to guide the decision-making process.
We interviewed numerous global stakeholders and customers to articulate what “Swissness” means to them. The consensus was quality, function and innovation.
Visual Identity L&A satisfied Swiss trademark laws without sacrificing the brand equity KR has built with their initial logo that includes the white cross/red square of the Swiss flag. We kept the bold white letterforms, reversing them from a distinctive red square for strong recognition while adding an illustration of the Swiss Alps near Rikon, Switzerland where the company is headquartered.
Messaging Our Copy Toolkit translated in five languages ensures global stakeholders have the correct product names, features, benefits, U&C and instructions to support KR’s brand consistency.
Brand System A comprehensive packaging architecture outlined in a Style Guide provides a strong foundation for Kuhn Rikon’s internal design teams to extend L&A’s original design.
Catalogs We produced six 80+ page multilingual catalogs for the global business units combining client-provided Swiss imagery with photography L&A art directed in the US. We’ve also designed 100+ page catalogs for US consumers that emphasize Kuhn Rikon’s Swissness and brand values.
Packaging We’ve designed boxes, back cards, hang tags and retail displays for more than 600 SKUs to-date.
Kuhn Rikon Switzerland is now strongly positioned worldwide with retailers and customers as a premium purveyor of high-end Swiss cookware and kitchen tools. Internal design teams at the various business units have the tools required to maintain a consistent brand image as new products are continually developed.
Kuhn Rikon Switzerland is a brand leader of high-end cookware and kitchen tools enjoyed by both home cooks and professional chefs around the world.
Naming + Tagline Development
Illustration + Icons
Packaging Design, Structure + Prototyping
Copywriting + Editing
Web Design + Consultation