Developing a totally new consumer brand proposition is always a great challenge for a brander. Thank goodness, we frequently have such opportunities. This time the task was to develop a compelling brand for a company that produces air treatment appliances of superb quality, high technology and fine aesthetics for the mass market.
We built the new brand around the promise of wellbeing and a healthy environment in your home, the fine aesthetics and the minimal designs. No wonder we came to the “Better Air” territory, a phrase which we used later as the new brand’s tagline.
Accordingly we developed the name, the brand archtecture, the visual identity and the nomenclature system for the naming of Kullhaus' products. For the naming study we employed Name Generator, our proprietary methodology which ensures that we create brand names that stand out of the pack, in line with the brand promise, having all the necessary qualities of an effective brand name and taking into account trademark registration and domain name issues. Kullhaus proved to be the ideal option within our shortlist and it was soon registered as an EU trademark while the corresponding kullhaus.com domain was acquired. The new visual identity combines technology and nature to impactfully express the brand's claims, while reassuring the consumer of the product's guaranteed quality.
The brand was successfully launched in the second semester of 2018 and the first market results were very positive.